IT 플랫폼 기업의 ESG 경영이 소비자의 구매의도에 미치는 영향

Abstract

As the global pandemic situation continues and abnormal climate conditions continue, ESG has received more attention, and the introduction of ESG management by IT platform companies has become active. Therefore, the ESG characteristics of IT platform companies will affect corporate image and consumer trust, and influence consumers' purchase intentions. This paper focused on the impact of ESG management of IT platform companies on consumer purchase intention. Therefore, based on previous research, this study classifies the characteristics of each ESG area into environmental characteristics, social characteristics, and governance characteristics, and presents two parameters, corporate image and consumer trust, to determine their impact on purchase intention. A corresponding research model was constructed. Samples were collected by means of questionnaires and empirical analysis was conducted using SmartPLS 4.0 and IBM SPSS 23.0 to verify the hypotheses. The following conclusion are drawn. First, ESG management activities, environmental, social, and dominant structural characteristics all have a positive impact on corporate image. H1 was adopted. Second, environmental characteristics do not affect consumer trust. thus, H2-1 was rejected. H2 was partially adopted. Third, corporate image has a positive impact on consumer trust. H4 was accepted.. Corporate image has a positive impact on purchase intention. H4 was accepted. Consumer trust has a positive impact on purchase intention, so H5 was adopted.