확장된 계획행동이론을 통한 기업의 사회적 책임이 행동의도에 미치는 연구: 스타벅스 커피점 중심으로

초록

The objective of this study is to investigate the effect of the CSR on perceived value, attitude toward behavior, subjective norms, perceived behavior control and behavioral intention. Perceived value was measured by two main constructs: economic value and social value. A total of 300 questionnaires were distributed and 294 samples were used for statistical analysis. As results, CSR showed significant effects on attitude toward behavior, subjective norms, perceived behavior control, economic value, and social value moreover those antecedents of behavior intention positively influenced on behavior intention except subjective norms and social value. Based on the results, theoretical and practical implications were discussed.

키워드