기업의 ESG활동이 기업 신뢰와 구매의도 및 구전의도에 미치는 영향에 관한 연구 : 기업평판과 호혜성 지각의 매개효과를 중심으로

The purpose of this study was to confirm the effect of corporate ESG activities on corporate trust, purchase intention, and word of mouth, as well as the mediating effect of corporate reputation and perception of reciprocity. Existing studies have focused on the effect of corporate ESG activities on trust and reputation, but this study attempted to identify the psychological mechanisms that affect consumer behavior through consumer perception of corporate ESG activities. For the study, 373 copies of the questionnaire response were used as analysis data, and the collected data were analyzed by structural equation model using SPSS 28.0 and SmartPLS4.0. The results of the study were first confirmed that corporate ESG activities partially had a positive (+) effect on consumer behavior (purchase intention, word of mouth intention) through corporate reputation, perception of reciprocity, and corporate trust. Second, it was confirmed that corporate ESG activities had a positive (+) effect on corporate trust and consumer behavior (purchase intention, word of mouth intention) through corporate reputation and perception of reciprocity. This suggests that the psychological response of a company's ESG activities between a consumer's corporate reputation and a sense of reciprocity has a positive (+) effect on consumer behavior by establishing a trust relationship between customers and companies. This study is expected to provide practical implications for establishing effective ESG activities and promoting consumer behavior in the future by examining the mediating effects of customer psychological responses such as corporate reputation and perception of reciprocity on the relationship between corporate trust and consumer behavior.