기업의 ESG활동과 디지털 전환이 소비자 추천의도에 미치는 영향연구: 기업 이미지, 기업 신뢰, 브랜드 태도 매개효과

This study verified the influence of corporate ESG activities and digital transformation on consumers' intention to recommend, using corporate image, corporate trust, and brand attitude as mediating factors. The survey subjects were domestic consumers who were aware of corporate ESG activities and digital transformation. A total of 300 questionnaires were conducted for 7 days from September 7 to September 13, 2023, and the collected data were analyzed using Smart PLS 4.0. The results of the analysis showed that, first, ESG activities had a significant effect on corporate image, and digital transformation had a significant effect on corporate trust and brand attitude. Second, corporate image according to corporate ESG activities had a significant effect on recommendation intention, and corporate trust and brand attitude according to digital transformation also had a significant effect on recommendation intention. ESG activities, corporate trust according to digital transformation, and brand attitude were confirmed to have a mediating effect on customer recommendation intention. The results of this study confirmed that corporate ESG activities and digital transformation can play a major role in customers' selection of companies and brands. This provides implications that confirm that a company's ESG activities and stable digital transformation in the future will be very important factors in customer loyalty.