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Convergence generation the corporate research activities on the impact of CSR on purchase: Focusing on the mediating effect of the image and reputation

융복합시대 기업의 CSR활동이 구매의도에 미치는 영향 : 이미지 및 평판의 매개효과를 중심으로

  • Hwang, Dong-Ryong (Dept. of Business Administration, Kumoh National Institute of Technology) ;
  • Lee, Seung-Hee (Dept. of Business Administration, Kumoh National Institute of Technology) ;
  • Do, Hyun-Ok (Dept. of Business Administration, Kumoh National Institute of Technology)
  • Received : 2016.01.18
  • Accepted : 2016.03.20
  • Published : 2016.03.28

Abstract

Regarding CSR activities of companies in the convergence era, this study tried to find out how CSR activities, image, and reputation would affect the purchase. A total of 200 questionnaires targeting citizens residing in Daegu, Gyeongsang Province were used and it found an alternative on how to establish marketing strategy through CSR activities in the convergence era. First, CSR activities have a positive effect on the purchase intention. Second, corporate image will mediate the degree of corporate CSR activities and purchases. Third, corporate reputation will mediate the degree of corporate CSR activities and purchases. CSR activities have become essential, not an option, and the company that fulfills its social responsibility appears to be loved as seen in the market performance.

Keywords

CSR;Image;Reputation;Purchase;Corporate

Acknowledgement

Supported by : 금오공과대학교

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