온라인 쇼핑 플랫폼 이용 경험에서의 지각된 가치가 플랫폼 지지에 미치는 영향 = The Effects of Perceived Value on Platform Advocacy in the Experience of Using an Online Shopping Platform

다국어 초록 (Multilingual Abstract)

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다국어 초록 (Multilingual Abstract)

This study explores how self-expansion mediates the relationship between multidimensional perceived value and platform advocacy within the e-commerce sector. Utilizing self-expansion theory and customer value literature, we developed an integrative model that connects various value dimensions to advocacy through psychological growth processes. We collected survey data from 1,635 consumers aged 20–60 who have experience with major Korean online shopping platforms (Coupang, Naver, and Kakao). To test our hypotheses, we employed confirmatory factor analysis and structural equation modeling. The results indicate differing effects across the value dimensions. First, functional, emotional, and social values had significant positive impacts on platform advocacy, while economic and ethical values did not. Second, in terms of self-expansion, emotional, social, and ethical values (expressive values) demonstrated significant positive effects, whereas functional and economic values (instrumental values) did not. Third, mediation analysis revealed that self-expansion partially mediates the effects of emotional and social values on platform advocacy and fully mediates the effect of ethical value. These findings highlight self-expansion as a crucial mechanism through which affective experiences, social recognition, and ethical alignment lead to advocacy behaviors. Theoretically, this study extends self-expansion theory into the e-commerce context by identifying online platforms as psychological resources for self-expansion. Practically, the results suggest that platform managers should focus on expressive values to enhance users' psychological growth, transforming routine transactions into sustained advocacy rather than relying solely on basic functional and economic benefits.