기업의 ESG경영이 기업이미지와 기업신뢰를 통하여 지속이용의도에 미치는 영향에 관한 연구: 조절초점(예방/향상)의 조절효과를 중심으로

Among the major changes that have occurred recently in companies, evaluating and verifying the value of companies through ESG management (Environmental, Social, Governance) has become a major issue. Furthermore, analyzing and managing corporate image and corporate trust using proven methods is recognized as an essential element in global cooperation with stakeholders beyond the relationship between companies and consumers. In an unpredictable society where various interests collide, the issues avove have spread beyond the coronavirus pandemic to even more important areas and are having a significant impact on the operation of all organizations and companies that aim for sustainable management, as well as the country. Since this includes non-financial elements, the approach itself can be said to be different from the existing perspective which only focused on financial evaluation. In the empirical study conducted, the theories of the previous research investigated were analyzed to formulate a research hypothesis to suit the research purpose, and the system and characteristics of the sample were described centering on the research model. In the empirical analysis, the structural equation model was used to increase the validity and reliability of the survey questions and items. After evaluating the suitability of the research model, the research hypothesis was verified and meaningful results were derived. This study verified how corporate image and corporate trust, which are significantly influenced by ESG management, affect the intention to continue use, and it was confirmed that there was a positive (+) effect. Furthermore, as a result of examining the meaning as a moderating effect by applying the control focus of prevention and improvement, which represents the various inherent tendencies of consumers, only consumers with a focus on improvement had a positive (+) effect between corporate image and intention to continue using. It was discovered that it existed. As a result, the correlation between prevention focus and improvement focus among corporate image, corporate trust, and continued use intention was identified. Based on these results, the significance and policy implications of this study were presented, as well as the future direction of the research.