온라인 플랫폼기업의 ESG경영이 사회적 소비가치, 기업이미지 및 행동의도에 미치는 영향

This study attempted to enhance strategic implications that help companiespractice ESG management by deriving theoretical and practical implications forthe impact of ESG management of online platform companies composed ofenvironmental characteristics, social characteristics, and governance characteristicson social consumption value, corporate image, and behavioral intentions. Theresults of this study were as follows. First, it was found that theenvironmental and social characteristics of ESG management had a significantpositive (+) effect on social consumption value, and the hypothesis was rejectedas it was found that governance characteristics did not affect socialconsumption value. Second, it was found that the environmental, social, andgovernance characteristics of ESG management had a significant positive (+)effect on corporate image. Third, it was found that consumers who perceivedpositive consumption value for ESG management activities of online platformcompanies formed a positive corporate image for the company. Fourth, as aresult of analyzing the impact of consumers’ social consumption value onconsumers’ behavioral intentions on ESG management activities of onlineplatform companies, it was found that they had a significant positive (+)effect. Finally, it was found that consumers’ corporate image formed by onlineplatform companies’ ESG management activities had a positive effect onconsumers’ behavioral intentions. Based on the research results, several measures were proposed for online platform companies to improve the performanceof ESG management activities and perform social responsibility.