호텔경영학연구 제00권 제0호(통권 제000호) pp. 0~0	한국호텔외식관광경영학회 2000.00

영 문 제 목

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Hong, Gil-Dong · Kim, Sat-Gat

영문제목 (time new roman 글꼴사용)

Hong, Gil-Dong · Kim, Sat-Gat · Kim, Sa-Lang

주저자, 이름, 소속기관(학교명) 소속부서(학과명) 직급 <hongildong@nate.com> (영문으로 작성)

공동저자, 이름, 소속기관(학교명) 소속부서(학과명) 직급 <kimsatgat@naver.com> (영문으로 작성)

교신저자, 이름, 소속기관(학교명) 소속부서(학과명) 직급 <kimsalang@naver.com> (영문으로 작성)

국문초록

본 연구의 목적은 먹는샘물 용기디자인과 구매태도, 구매행동의 관계와 먹는샘물 소비자들이 어떤 디자인의 용기(개성적, 현대적, 여성적 이미지)가 구매태도와 구매의도와 가장 영향을 주는지 알아보는 것이다. 연구는 2016년 10월 4일부터 14일까지 약 10일 동안 자기기입식 설문조사 방법으로 최근 3개월 이내에 먹는샘물을 구입해본 경험이 있는 소비자를 대상으로 하였다. 불성실한 설문과 누락된 설문을 제외하여 최종적으로 254부의 설문지가 분석에 사용되었다. 본 연구는 SPSS 20.0, AMOS 20.0프로그램을 사용하여 빈도분석, 탐색적 요인분석, 확인적 요인분석, 신뢰도분석, 상관관계분석, 경로분석을 실시하였다. 탐색적, 확인적 요인분석 결과 먹는샘물 디자인 이미지는 개성적, 현대적, 여성적 이미지의 하위차원으로 나타났다. 가설검증을 위한 경로분석 결과 모든 용기 이미지는 구매태도과 긍정적인 영향이 있는 것으로 나타났지만, 구매의도와의 관계에서는 오직 현대적 이미지의 용기디자인만 긍정적인 영향이 있는 것으로 나타났다. 따라서 본 연구의 가설 H1-1, H1-2, H1-3, H2-2, H3은 채택되었으며 H2-1, H2-3은 기각되었다. 본 연구는 먹는샘물 생산자들과 수입 및 마케터들에게 국내 먹는샘물 소비자의 구매행동에 대한 유용한 정보를 제공하며 향후 마케팅 전략 수립 방안을 제공한다.

핵심용어 : 먹는샘물, 이미지, 용기디자인, 구매태도, 구매의도

(키워드는 4개 이상 기재합니다.)

* 영문초록 최소 13줄 이상, 영문은 모두 Times New Roman 글씨체, 줄 띄움없이 이어쓰기 합니다.

* 영문논문은 첫페이지부터 본문 모두 영문으로 작성되며 Times New Roman 글씨체를 사용해주시 바랍니다.

Ⅰ. Introduction

Corporate social responsibility (CSR) is an imperative businesses element because it determines the sustainability of companies (Aguinis and Glavas, 2012; Carroll, 1999; Peloza, 2009). That is, businesses carry out numerous CSR activities to build the foundation of sustainability, which is linked with the stakeholder management (Jamali, 2008; Peloza, 2009). Restaurant businesses are not exceptional with regard to the CSR because restaurant business is connected with various stakeholders (e.g., local community, employee, consumer, and environment) (Inoue and Lee, 2011). Namely, restaurant businesses could accomplish sound long-term performance with the execution of CSR. In this sense, a vast body of literature examined the characteristics of CSR in the context of restaurant industry (Inoue and Lee, 2011; Jung and Yoon, 2010; Kang et al., 2010;  Lee et al., 2013; Seo and Yoon, 2011). Considering Inoue and Lee (2011), the study argued that the restaurant businesses should establish sound relationship with consumer and community to enhance their financial performance. It can be inferred that there is a uniqueness of restaurant CSR which could enhance the value of restaurant firms.

Ⅱ. Literature review

1. Corporate social responsibility (CSR)

CSR is common strategic choice in the business domain and businesses execute CSR with various reasons. According to the stakeholder theory, CSR establishes the pleasant relationship with stakeholders (Agunis and Glavas, 2012; Carroll, 1999; Roberts, 1992). Stakeholders refer to the people who is related to the businesses either positive or negative manners (Campbell, 2007; Han et al., 2013; Jamali, 2008; Peloza, 2009; Reverte, 2009; Russo and Permini, 2010). Jamali (2008) addressed that stakeholder include community, employee, environment, and consumers. The main argument of stakeholder theory is the importance of relationship with stakeholder to achieve the sustainable development because the fate of firms depends on the stakeholders (Jung and Yoon, 2011; Kim and Kwon, 2009; McWilliams and Siegel, 2011; Mitchell et al., 1997; Russo and Permini, 2010; Steuer et al., 2005). Considering restaurant businesses, previous research addressed the uniqueness of restaurant CSR. For instance, Inoue and Lee (2011) showed the importance of community and consumer management to enhance the value of restaurant. Kang et al. (2010) additionally showed that maintaining sound relationship with stakeholder could improve the financial performance of restaurant. In recent, Kim and Kim (2014) demonstrated the negative impact of CSR on the systematic risk of restaurant. Additionally, Rhou et al. (2016) also examined the association between CSR and financial performance. In recent, Park et al. (2017) addressed an imperative aspect of CSR to minimize the systematic risk of restaurants.

H1: Age of top manager is positively associated with CSR.

Figure 1. Research model

III. Method

1. Data collection

The sample of this research was publicly traded restaurant firms. This research employed Compustat, Execucomp, Kinder, Lydenberg, Domini (KLD), LinkedIn, and Busienss week were the sources of information. The financial information of restaurant firms was derived from Compustat. We used Execucomp, LinkedIn, and Business week to acquire th information of top managers. In Compustat and Execucomp, this study adopted Standard Industry Classification (SIC) code 5812. Moreover, KLD is the source of CSR information. KLD is commonly used source of information in the CSR research domain (Inoue and Lee, 2011; Lee et al., 2013). The number of restaurant firms was 32 and the study period was 2000-2013. The data appeared as unbalanced panel, indicating that every firms in the dataset did not have the full information during the study period. All in all, the number of observation was 277.

<Table 1> Descriptive statistics

	N	Mean	SD	Min	Max
CSR	277	0.11	2.55	-6	11
AGE	277	55.03	5.58	32	68
TEN	277	7.09	5.33	1	23
DEBT	277	0.64	0.54	0.16	4.07
ROA	277	0.07	0.06	-0.25	0.41
MTB	277	1.58	1.19	0.06	7.40
FRA	277	0.34	0.33	0	0.88
INT	277	0.11	0.19	0	0.83

IV. Results

Table 1 depicts the information of descriptive statistics. The number of observation is 277. The mean value of CSR is 0.11 and its standard deviation is 2.55. The range of information is from -6 to 11. The information of AGE (Mean = 55.03; SD = 5.58), TEN (Mean = 7.09; SD = 5.33), and EDU (Mean = 0.36; SD = 0.48) is presented in table1. Table 1 also showed the information of SHO (Mean = 1828.90; SD = 3792.17) and STO (Mean = 10990.80; SD = 21784.15). Considering GEN, nine percent of top managers are female CEOs. For the SIZE, the mean value and SD are 2778.77 and 5869.37 respectively.

<Table 2> Results of fixed effect regression analysis

Variables	Coefficient	t-value	p-value	VIF
Intercept	4.288	1.57	0.118
AGE	-0.088	-1.68	0.095	1.24
TEN	-0.026	-0.66	0.510	1.14
EDU	-1.258	-2.22	0.027	1.13
SHO	0.001	3.23	0.001	1.72
STO	-0.001	-1.35	0.178	1.88
F-value	25.38		0.000
R-square	0.8086

<표와 그림의 제목 및 내용은 모두 영문표기 합니다>

V. Conclusion

This study researched the determinants of CSR in the restaurant industry. Considering the arguments of prior studies, CSR is regarded as risk-averse strategic implementation (Agunis and Glavas, 2012; Carroll, 1999; Lee et al., 2017; Roberts, 1992). Upper echelon theory wa the theoretical underpinning, which asserts that observable attributes are imperative to explain the organizational strategic execution. Given the argument,  this research selected five elements (e.g., age, tenure, education, share ownership, and stock option). This research adopted multiple sources of information to collect the data. It includes Compustat, Execucomp, KLD, LinkedIn, and Busienss week. For the data analysis, this research selected two-way fixed effect regression model. The results indicated that more educated CEOs behaved as riskier manners in their strategic decision. In contrast, it can be inferred that the value of share ownership brings about more conservative strategic decision manner in case of restaurant CSR execution. Namely, this study demonstrated the risk-averse aspect of CSR execution in the restaurant businesses because risk-pursuing element (eduction) appeared as negative manner, while risk-averse element (share ownership) appeared as positive manner to explain CSR. Namely, the direction of upper echelon attributes demonstrated the risk-averseness CSR in the context of restaurant. To be specific, this study demonstrated that more educated CEOs were more capable to treat the complexity, whereas CEOs became conservative to defend their value of share. These findings could be externally validated as compare to the prior studies with regard to education (Karami et al., 2006; Li and Tang, 2010) and share ownership (Alessandri and Seth, 2014; Lee et al., 2017).

References

Aguilera, R., Rupp, D., Williams, C., & Ganapathi, J. (2007), Putting the S back in corporate social responsibility, A multilevel theory of social change in organization, The Academy of Management Review, 32(3), 836-863.

Baltagi, B. (2008), Econometric analysis of panel data (Vol. 1), John Wiley & Sons.

2020년 00월 00일 투고본 접수

2020년 00월 00일 1차 수정본 접수

2020년 00월 00일 2차 수정본 접수

2020년 00월 00일 최종 수정본 접수

2020년 00월 00일 최종 게재 확정

3인 익명심사 필

** 호텔경영학연구(Korean Hospitality and Tourism Academe) 5편 이상 인용 **

** 국영문 참고문헌의 저자이름, 연도, 부제목, 저널, 권, 호 등 모든 연결은

모두 콤마(,)로 되어야 합니다 **

** 국문 학술지 이름, 책 제목 - 진하게 / 영문 저널 이름, 책 이름 - 이탤릭체 **

영 문 제 목

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홍길동・김삿갓

한 글 제 목

Hong, Gil-Dong · Kim, Sat-Gat · Kim, Sa-Lang

주저자, 이름, 소속기관(학교명) 소속부서(학과명) 직급 <hongildong@nate.com> (영문으로 작성)

공동저자, 이름, 소속기관(학교명) 소속부서(학과명) 직급 <kimsatgat@naver,com> (영문으로 작성)

교신저자, 이름, 소속기관(학교명) 소속부서(학과명) 직급 <kimsalang@naver.com> (영문으로 작성)

Abstract

In the 6th century Gregory of Tours, author of the Ten Books of History, made his mark on the town by restoring the cathedral destroyed by a fire in 561. Saint Martin's monastery benefited from its inception, at the very start of the 6th century from patronage and support from the Frankish king, Clovis, which increased considerably the influence of the saint, the abbey and the city in Gaul. In the 9th century, Tours was at the heart of the Carolingian Rebirth, in particular because of Alcuin abbot of Marmoutier.In the 6th century Gregory of Tours, author of the Ten Books of History, made his mark on the town by restoring the cathedral destroyed by a fire in 561. Saint Martin's monastery benefited from its inception, at the very start of the 6th century from patronage and support from the Frankish king, Clovis, which increased considerably the influence of the saint, the abbey and the city in Gaul. In the 9th century, Tours was at the heart of the Carolingian Rebirth, in particular because of Alcuin abbot of Marmoutier.In the 6th century Gregory of Tours, author of the Ten Books of History, made his mark on the town by restoring the cathedral destroyed by a fire in 561. Saint Martin's monastery benefited from its inception, at the very start of the 6th century from patronage and support from the Frankish king, Clovis, which increased considerably the influence of the saint, the abbey and the city in Gaul. In the 9th century, Tours was at the heart of the Carolingian Rebirth, in particular because of Alcuin abbot of Marmoutier.In the 6th century Gregory of Tours, author of the Ten Books of History, made his mark on the town by restoring the cathedral destroyed by a fire in 561. Saint Martin's monastery benefited from its inception, at the very start of the 6th century from patronage and support from the Frankish king, Clovis, which increased considerably the influence of the saint, the abbey and the city in Gaul. In the 9th century, Tours was at the heart of the Carolingian Rebirth, in particular because of Alcuin abbot of Marmoutier.

Keywords : Mineral Water, Design, Image Attitude, Intention.

** 국문초록은 최소 13줄 이상, 줄 띄움없이 이어쓰기 합니다 **

편집 시 유의사항

1. 편집 시에 문단마다 들여쓰기를 위하여 스페이스 바(띄어쓰기)사용하지 말아주시고 작성 부탁드립니다.

2. 학회 편집규정상 표, 그림은 페이지 상단 하단에 위치하게 되어있습니다. 따라서 원하시는 곳에 배치하시기 위해서는 배치하시고자 하는 문장 다음에 표, 그림을 위치 시켜주시거나, 문맥이 자연스럽도록 수정해주셨으면 합니다.

예, 다음 보시는 표와 같이.. 다음 표와 같이     X

<Table 1>과 같이 ..	O

3. 참고문헌 작성 시 내어쓰기를 위하여 엔터나 스페이스바를 사용하지 말고 작성 부탁드립니다.

4. 머리말, 꼬리말, 쪽 번호, 새 번호로 시작, 감추기, 책갈피 등 무분별한 쪽 기능은 사용하여 주시지 말고 작성 부탁드립니다.

5. 반드시 1단편집으로 작성해주시기 바랍니다.

6. 영문논문은 Word or Hwp로 작성, 영문논문의 경우 국문초록을 첫 쪽(page)에, 영문초록은 마지막 쪽(page)에 배치, 초록은 최소 13줄 이상, 줄 띄움 없이 이어쓰기 합니다.

7. 아래 <추가> 편집양식 참고 바랍니다.

■ 편집양식

1) 용지설정

2) 서식설정

구분	글꼴	장평	자간	글자크기		줄간격	좌측여백	우측여백	들여쓰기	내어쓰기	문단위	문단아래	정렬방식
논문제목	굴림/TNR	95	-7	15	진하게	130	0	0	0	0	30	0	가운데
부제목	굴림/TNR	““	““	12	““	130	0	0	0	0	0	0	““
영문제목	TNR	““	““	13	““	130	0	0	0	0	10	0	““
부제목	TNR	““	““	11	““	130	0	0	0	0	0	0	““
저자(국/영문)	굴림/TNR	““	““	10	““	130	0	0	0	0	0	0	오른쪽
초록제목(국/영문)	굴림/TNR	““	““	10	““	130	0	0	0	0	0	0	가운데
초록(국문)	““	““	““	10	보통	130	0	0	10	0	0	0	혼합
초록(영문)	TNR	““	““	10	““	130	0	0	10	0	0	0	혼합
핵심용어제목	굴림	““	““	10	진하게	130	0	0	0	0	0	0	왼쪽
핵심용어	““	““	““	10	보통	130	0	0	0	0	0	0	혼합
저자소개	TNR	““	““	9	““	130	0	0	0	0	0	0	혼합
장제목	““	““	““	13	진하게	130	0	0	0	0	40	0	가운데
중(절)제목	““	““	““	12	““	130	0	0	0	0	20	0	혼합
소제목	““	““	““	11	““	130	0	0	0	0	10	0	혼합
본문	““	““	““	10	보통	130	0	0	10	0	0	0	혼합
표제목	““	““	““	10	진하게	130	0	0	0	0	10	0	가운데
표안글씨	““	““	““	8	보통	130	0	0	0	0	0	0	혼합
그림제목	““	““	““	10	진하게	130	0	0	0	0	10	0	가운데
각주	““	““	““	9	보통	130	0	0	0	0	0	0	혼합
참고문헌제목	““	““	““	13	진하게	130	0	0	0	0	40	0	가운데
참고문헌	굴림/TNR	““	““	10	보통	130	0	0	0	30	0	0	혼합

감사합니다.