기업의 마케팅믹스가 구매의도에 미치는 영향 : ESG경영의 조절효과를 중심으로 = The Impact of Company’s Marketing Mix on Purchase Intention : Focusing on the Moderating Effects of ESG Manegement

국문 초록 (Abstract)

최근 몇 년 동안, 비대면 온라인 쇼핑은 빠르게 성장하여 많은 소비자들이 편리하게 상품을 구매하는 주요 수단으로 자리매김하고 있다. 따라서 본 연구에서는 온라인 쇼핑에서 마케팅믹스 요인과 ESG경영요인이 소비자들의 구매의도에 미치는 영향에 대하여 분석하였고 연구결과는 다음과 같다.
첫째, 마케팅믹스 하위변수 중 제품, 가격, 유통, 물리적증거는 구매의도에 유의한 영향을 미치나, 촉진, 사람은 유의한 영향력이 없는 것으로 나타났다. 둘째, ESG경영 하위변수 중 지배구조는 구매의도에 유의한 영향을 미치나, 환경, 사회는 유의한 영향력이 없는 것으로 나타났다. 셋째, ESG경영활동 하위변수 중 환경요인의 마케팅믹스와 구매의도 사이에서 조절효과를 살펴 보면, 환경요인은 유통과 구매의도 사이에서 정(+)의 효과를 강화하는 것으로 나타났고, 제품, 가격, 촉진, 사람, 물리적증거는 조절효과가 없는 것으로 나타났다. 넷째, ESG경영활동 하위변수 중 사회요인의 마케팅믹스와 구매의도 사이에서 조절효과를 살펴 보면, 사회요인은 촉진과 구매의도 사이에서 정(+)의 효과를 강화하는 것으로 나타났고, 제품, 가격, 유통, 사람, 물리적증거는 조절효과가 없는 것으로 나타났다. 다섯째, ESG경영활동 하위변수 중 지배구조 요인의 마케팅믹스와 구매의도 사이에서 조절효과를 살펴 보면, 지배구조 요인은 유통과 구매의도 사이에서 정(+)의 효과를 강화하는 것으로 나타났고, 제품, 가격, 촉진, 사람, 물리적과정은 조절효과가 없는 것으로 나타났다.
기업은 환경 요인(지속 가능성, 친환경 정책)을 단순히 선언하는 것에서 나아가, 이를 서비스 유통의 효율성과 결합시켜 소비자가 체감할 수 있도록 해야 하며, 사회적 요인(지역사회 기여, 공정 거래)을 단순히 강조하는 데 그치지 않고, 이를 촉진 활동(광고, 캠페인)과 효과적으로 연계할 필요가 있다. 또한 기업이 지배구조의 투명성과 신뢰도를 높일수록 유통의 효율성 및 결과 개선 효과를 극대화할 수 있다는 실질적인 시사점을 나타냈다.

다국어 초록 (Multilingual Abstract)

In recent years, non-face-to-face online shopping has grown rapidly, establishing itself as a primary means for consumers to conveniently purchase goods. This study analyzed the impact of marketing mix factors(7P) and ESG management factors on consumers’ purchase intentions in online shopping, and the key findings are as follows.
First, among the sub-factors of the marketing mix, product, price, place, and physical evidence significantly influenced purchase intentions, whereas promotion and people were found to have no significant impact.
Second, among the sub-factors of ESG management activities, governance significantly influenced purchase intentions, while environment and society did not show significant effects.
Third, examining the moderating effects of environmental factors, it was found that the environmental factor positively (+) strengthened the relationship between place and purchase intentions, while no moderating effects were observed for product, price, promotion, people, or physical evidence.
Fourth, analyzing the moderating effects of social factors, it was revealed that the social factor positively (+) strengthened the relationship between promotion and purchase intentions, while no moderating effects were found for product, price, place, people, or physical evidence.
Fifth, regarding the moderating effects of governance, governance positively (+) strengthened the relationship between place and purchase intentions, whereas no moderating effects were observed for product, price, promotion, people, or physical evidence.
This study suggests that companies should go beyond merely declaring environmental factors (such as sustainability and eco-friendly policies) and integrate them with the efficiency of place to ensure that consumers can experience their impact directly. Furthermore, social factors (such as contributions to local communities
and fair trade) should not only be emphasized but also effectively connected to promotional activities (such as advertisements and campaigns). Lastly, enhancing transparency and trustworthiness in corporate governance can maximize the efficiency of place and improve outcomes, providing practical implications for companies.

목차 (Table of Contents)

• Ⅰ. 서론 ······································································································· 1
• 1. 연구의 배경 및 목적 ······································································· 1
• 2. 연구의 범위 및 방법 ······································································· 4
• 3. 논문의 구성 ······················································································· 5
• Ⅱ. 이론적 배경 및 선행연구 ······························································· 7
• 1. ESG경영 ····························································································· 7
• 가. ESG경영 개념 및 구성요소 ····················································· 7
• 나. ESG경영 관련 선행연구 ························································· 12
• 2. 마케팅믹스 ······················································································· 18
• 가. 마케팅믹스 개념 및 관련 선행연구 ······································ 18
• 나. 마케팅믹스 구성요소 및 선행연구자들 ································ 19
• 3. 구매의도 ··························································································· 26
• 가. 구매의도의 정의 ······································································· 26
• 나. 구매의도 관련 선행연구 ························································· 29
• Ⅲ. 연구모형 설계 및 가설 검정 ······················································· 32
• 1. 연구모형 ························································································· 32
• 2. 가설설정 ························································································· 33
• 3. 변수의 조작적 정의 ······································································· 35
• 4. 설문지 구성 ····················································································· 37
• Ⅳ. 연구결과 ···························································································· 39
• 1. 표본의 인구통계학적 특성 ··························································· 39
• 가. 표본의 인구통계학적 특징 ····················································· 39
• 나. 주요 변인들의 기술통계 ························································· 42
• 2. 타당도, 신뢰도 및 상관관계 분석 ·············································· 43
• 가. 타당도 및 신뢰도 분석 ···························································· 43
• 나. 변수 간 상관관계 분석 ···························································· 48
• 3. 가설의 검정 ····················································································· 50
• 가. 가설1의 검증 ·············································································· 50
• 나. 가설2의 검증 ·············································································· 51
• 다. 가설3의 검증 ·············································································· 53
• 라. 가설4의 검증 ·············································································· 57
• 마. 가설5의 검증 ·············································································· 62
• Ⅴ. 결론 ····································································································· 67
• 1. 가설 검정 결과 요약 및 논의 ····················································· 67
• 가. 가설 검정 결과 요약 ································································ 67
• 나. 가설 검정 결과 논의 ································································ 70
• 2. 연구의 시사점 ················································································· 71
• 가. 학문적 시사점 ············································································ 71
• 나. 실무적 시사점 ············································································ 73
• 다. 정책적 시사점 ············································································ 74
• 3. 연구의 한계와 향후 연구 방향 ··················································· 75
• 국문 초록 ·································································································· 77
• ABSTRACT ··························································································· 79
• REFERENCE ·························································································· 82
• 〈부록〉설문지 ······················································································· 93