Title Page
ABSTRACT
국문 초록
Contents
Ⅰ. INTRODUCTION 16
1. Rationale for the Research 16
2. Research Purposes 18
Ⅱ. THEORETICAL BACKGROUND 20
1. Small Donation Products as a Corporate Social Responsibility Activity 20
2. Characteristics of Information Presented in the Small Donation Products 21
1) Information Transparency 21
2) Social Approval 23
3. Consumer Responses to the Small Donation Products 24
1) Perceived Legitimacy 24
2) Purchase Intention 25
4. Research Model and Hypotheses Development 25
Ⅲ. RESEARCH METHODOLOGY 28
1. Research Design 28
1) Research Process Design 28
2) Key Measurements and Questionnaire 30
2. Participants and Sampling 32
3. Analysis Method 32
Ⅳ. DATA ANALYSIS AND RESULTS 34
1. Descriptive Statistical Analysis 34
2. Reliability and Validity Analysis 35
1) Reliability Analysis 35
2) Validity Analysis 36
3. Correlations among Variables 38
4. The test of hypotheses 39
1) Main Effect Analysis 40
2) Moderating Effect Analysis 41
3) Mediating Effect Analysis 41
4) Moderated Mediating Effect Analysis 42
Ⅴ. CONCLUSION AND DISCUSSION 43
1. Summary and Results 43
2. Implications 44
3. Limitations and Future Research 46
REFERENCE 48
APPENDIX 52
A. Stimulus 52
B. Questionnaire (English Version) 54
C. Questionnaire (Chinese Version) 62
Table 1. Groups and Stimulus 28
Table 2. Measurements 30
Table 3. Analysis Method 33
Table 4. Sample Structure 34
Table 5. Reliability Analysis 36
Table 6. Validity Analysis 36
Table 7. Correlation Analysis 38
Table 8. Results of Regression Analysis 39
Figure 1. Research Model 25