OCP이론의 재해석을 통한 크루즈 선사의 CSR 활동 영향력 분석에 관한 연구

초록

The purpose of this study is as follows. First, this study reinterpreted the other customer perception (OCP) theory in the research of Hyun and Han (2015), and a theoretical basis is constructed to extend and apply corporate social responsibility (CSR) working area in the cruise industry. Second, this study tests to establish the causal relationship of the recollection process of past cruise passengers through CSR activity perception in the cruise industry. Third, based on cognitive appraisal theory, this study sets up and tests hypotheses which amplify the recollection ability of the cruise passengers. Forth, passengers who are stimulated by the CSR activities of the cruise industry are hypothesized to be causally related to the process of creating shared value that will participate in real CSR activities. In order to empirically test the conceptual research model proposed, data from passengers who had experienced luxury cruise (n=282) was analyzed using structural equation modeling (SEM). The research results showed that first, the regulation effect of OCP is significant in the causal relationship between CSR and active engagement. Second, the regulation effect of cognitive appraisal is also significant in the causal relationship between CSR and active engagement. Based on these findings, theoretical and practical implications were provided in the research.

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