E-commerce기업의 ESG 경영활동이 재구매 의도에 미치는 영향 : 기능적 가치와 감성적 가치의 이중매개 효과

This study empirically investigates how the ESG (Environmental, Social, and Governance) activities of e-commerce companies influence customers' repurchase intentions. It specifically explores the dual mediating roles of functional and emotional value in this relationship. A structural model was developed to classify ESG activities into three dimensions?environmental, social, and governance?and to examine their direct and indirect effects on repurchase intention. An online survey was conducted with 400 Korean e-commerce users across four generational cohorts (Gen Z, Millennials, Gen X, and Baby Boomers). The results indicate that all three ESG dimensions positively affect repurchase intention, with social and governance activities showing stronger influence than environmental efforts. Moreover, functional and emotional values were found to mediate the relationships between social/governance activities and repurchase intention. However, no mediating effect was observed for environmental activities. These findings highlight the importance of delivering both functional and emotional value through ESG practices to enhance customer loyalty in e-commerce. Theoretical and managerial implications are discussed along with suggestions for future research.