온라인플랫폼 ESG활동이 온라인 구전에 미치는 영향: 지속가능성 가치의 매개효과를 중심으로

Purpose: This study aims to investigate the effect of online platform ESG activities on consumer e-WOM, and to empirically analyze the individual mediation roles of sustainable values (environmental, social, and economic value) in this process. It seeks to provide useful insights for the platform ecosystem, where concerns about sustainability are increasing. Research design, data, and methodology: A survey was conducted among major online shopping users among Korea's online platforms, and hypotheses were tested using CB-SEM and bootstrapping analysis. The ESG activities defined in this study were categorized as climate change response (E), consumer protection (S), and information transparency (G). Results: First, among online platform ESG activities, climate change response was identified as the key factor exerting the strongest overall effect on e-WOM. Second, while the direct effect of ESG activities on e-WOM was insignificant, the indirect effect mediated by sustainable values was significant across most pathways, confirming a fully mediation effect. Third, the results of the individual mediation path analysis revealed that environmental value does not mediate the relationship between consumer protection and e-WOM. Fourth, information transparency was found to significantly and positively mediate the relationship between both economic value and social value and e-WOM. Implications: This study academically verified that consumers’ perceived value, rather than the online platform's ESG activities themselves, is an essential prerequisite for triggering e-WOM. It also confirmed that consumers perceive corporate information disclosure as both an ethical practice and a tool that aids rational consumption. Practically, it suggests that when online platform companies pursue ESG activities, they must go beyond merely listing activities and incorporate ‘value-centered branding’ that stimulates consumers’ psychological and economic values.