ESG 경영 항공사의 기업명성, 구매의도, 재이용의도간 인과적 구조: 공분산 SEM을 통한 실증연구

Abstract: ESG management is emerging as a core strategy for service companies to meet the expectations of various stakeholders (customers, employees, local communities, etc.) and build trust. This study designed a structural causal model with corporate reputation and purchase intention as mediating variables to conduct an empirical analysis of the impact of an airline’s ESG management strategy on corporate reputation, purchase attitude, and repurchase intention. A covariance-based structural equation model analysis was conducted using the lavaan package in R. An online survey was conducted on 296 consumers who had used airlines within the past year. A total of four hypotheses and sub-hypotheses were tested, and the mediating effects were analyzed using the bootstrap method. The results showed that among the airline’s ESG management strategies, governance positively influenced corporate reputation, and governance and social activities positively influenced purchase intention. Corporate reputation increased purchase intention, which in turn positively influenced repurchase intention. However, environmental and social activities within ESG management strategies did not significantly influence corporate reputation, environmental factors did not affect purchase intention, and corporate reputation did not have a significant impact on repurchase intention. These results suggest differential effects of ESG components and emphasize the necessity of goal-oriented ESG strategies in the aviation industry.