중국 기업의 ESG경영활동이 구매의도와 구전의도에 미치는 영향 : 브랜드 호감도와 브랜드 신뢰도 및 브랜드 인지도의 매개효과와 소비가치의 조절효과를 중심으로 = Effect of ESG management activities of Chinese companies on purchase intention and word of mouth intention : focusing on the mediating effect of brand favorablity, brand reliability, brand awareness, and the moderating effect of consumption value

국문 초록 (Abstract)

최근 전 세계적으로 지속 가능한 발전 추세가 지속적으로 향상됨에 따
라 소비자, 투자자 및 다양한 이해관계자는 기업의 ESG 성과에 점점 더
많은 관심을 기울이고 있다. 소비자는 자신의 구매 과정에서 사회와 환경
에 미치는 영향을 점점 더 인식하고 있으며 그들은 자신의 가치관에 부
합하고 지속 가능한 경영에 전념하는 기업을 선호하는 경향을 보여주고
있다. ESG는 기업의 비재무적 요소로서 투자 가치와 지속 가능성을 판단
하는 중요한 경영 지표로 부상하였다. 이에 본 연구는 소비자가 기업의
주요 이해관계자로서 중대한 역할을 하는 점을 감안하여, 소비자의 ESG
인식이 소비자 행동에 미치는 영향에 초점을 맞추어 연구를 진행하였다.
즉 본 연구는 기업의 ESG 경영 활동과 브랜드 속성(호감도, 신뢰도 및
인지도) 사이의 관계와 이러한 브랜드 속성이 소비자의 구매행동(구매의
도, 구전의도)에 어떻게 영향을 미치는지를 깊이 탐구하고 그 과정에서
소비가치의 조절효과를 검정하는 것으로 연구모형을 설계하였다.
본 연구는 중국에서 거주하고 있는 20세 이상의 소비자를 대상으로
2023년 9월 03일∼28일 중국의 대표적인 온라인 설문조사 사이트인 원쥬
엔싱(问卷星, https://www.wjx.cn)을 통하여 예비조사와 본조사를 실시
하였고, 총 557명이 설문조사에 참여하였다. 설문결과, 불성실한 응답을
제외한 517명의 설문지를 최종분석에 사용하였다. 또한 본 연구는 SPSS
26.0을 이용하여 빈도분석을 실시하여 표본의 인구통계학적 특징을 분석
한 후, 변수의 기술통계분석과 탐색적 요인분석을 실시하였다. 보다 정확
한 신뢰도와 타당도 검증을 위해 Smart PLS 4.0을 사용하여 신뢰도 및
판별 타당성, 확인적 요인분석 등을 실시하였고, 부트스트랩(부표본 5천
번, 신뢰수준 95%) 검정을 통해 경로분석을 실시하였다. 조절효과는 단
순 기울기 검정도 실시하였다. 가설의 검정결과를 바탕으로 본 연구의미
를 종합적으로 정리하면 다음과 같다.
첫째, 지각된 ESG 요인(환경, 사회, 지배구조)은 브랜드 속성(브랜드
호감도, 브랜드 신뢰도, 브랜드 인지도)에 모두 긍정적인 영향을 미치는
것으로 나타났으며, 브랜드 속성은 구매의도에 유의미한 영향을 미치는
것으로 나타났다.
둘째, 지각된 ESG 요인(환경, 사회, 지배구조)이 구매의도에 직접적으
로 정(+)의 영향을 미치는 것으로 나타났으며, 구매의도는 구전의도에
유의미한 영향을 미치는 것으로 나타났다.
셋째, 브랜드 속성(브랜드 호감도, 브랜드 신뢰도, 브랜드 인지도)은 지각
된 ESG 요인이 구매의도에 미치는 영향에서 매개효과가 있는 것으로
나타났다.
넷째, 소비가치의 하위 요소인 기능적 가치는 브랜드 호감도, 신뢰도,
인지도가 구매의도에 미치는 영향을 조절하고, 사회적 가치와 감정적 가
치는 브랜드 호감도와 브랜드 신뢰도가 구매의도에 미치는 영향을 조절
하는 것으로 확인되었다. 또한 탐험적 가치는 브랜드 신뢰도와 브랜드
인지도가 구매의도에 미치는 영향을 조절하는 것으로 검정되었다.

다국어 초록 (Multilingual Abstract)

In recent years, as the trend of sustainable development continues
to improve worldwide, consumers, investors, and various stakeholders
are paying more and more attention to the ESG performance of their
companies. Consumers are increasingly aware of the impact of their
purchasing behavior on society and the environment, and they tend to
support companies that align with their values and are committed to
sustainable management. ESG has emerged as an important
management indicator for judging investment value and sustainability
as a non-financial factor for a company. Therefore, this study
focused on consumers' ESG perception, considering that consumers
play a significant role as a major stakeholder in a company.
Regarding ESG, it is necessary to discuss whether companies can
increase preference, credibility, and awareness of brands through ESG
management strategies and have a significant impact on consumers'
purchase and word of mouth intentions. This study deeply explores
the relationship between ESG management activities and brand
attributes(preference, credibility and awareness), how these brand
attributes affect consumers' purchasing behavior (purchase intention,
word of mouth intention), and examines the moderating effect of
consumption value.
This study conducted a preliminary and main survey on consumers
over the age of 20 living in China from September 03 to 28, 2023,
through WenJuanXing(问卷星, https://www.wjx.cn), a leading online
survey site in China, and a total of 557 people participated in the
survey. As a result of the survey, 517 responses were used for the
final analysis, excluding unfaithful responses. In addition, this study
conducted frequency analysis using SPSS 26.0 to analyze the
demographic characteristics of the sample, and then conducted
descriptive statistics analysis and exploratory factor analysis(EFA) of
variables. In addition, to verify reliability and validity more accurately,
Smart PLS 4.0 was used to conduct reliability and discriminant
validity, confirmatory factor analysis (CFA), intensive validity,
hypothesis testing of the research model, mediating effect analysis,
and simple slope verification of the moderating effect. Finally, based
on the empirical analysis results, the summary of the research results
of this study, academic  practical implications and limitations, and
tasks of subsequent studies were proposed.
The results of this study are as follows.
First, perceived ESG factors(environment, society, governance) were
found to have a positive effect on brand attributes (brand preference,
brand credibility, brand awareness), and brand attributes (brand
preference, brand credibility, brand awareness) were found to have a
significant effect on purchase intention.
Second, perceived ESG factors(environment, social, and governance)
were found to have a positive (+) effect on purchase intention, and
purchase intention was found to have a significant effect on word of
mouth intention.
Third, brand attributes (brand preference, brand credibility, brand
awareness) were found to have a mediating effect in the effect of
perceived ESG factors on purchase intention.
Fourth, functional value, a sub-element of consumption value,
controls the effect of brand preference, credibility, and awareness on
purchase intention, and social value and emotional value control the
effect of brand preference and brand credibility on purchase intention.
In addition, exploratory value controls the impact of brand credibility
and brand awareness on purchase intention.
This study aims to identify the formation and impact of brand
attributes, consumption values, purchase intentions, and word of
mouth intentions caused by companies conducting ESG management
activities, and to present practical implications by presenting effective
strategic directions for future ESG management activities, and to
expand research related to ESG management activities, thereby
providing basic data for research related to ESG management
activities.

목차 (Table of Contents)

• 제1장 서론 ············································································································ 1
• 제1절 연구배경 ·································································································· 1
• 제2절 연구목적 ·································································································· 2
• 제3절 연구방법 ·································································································· 3
• 제4절 연구구성 ·································································································· 4
• 제2장 이론적 배경 및 선행연구 ·································································· 6
• 제1절 지속가능경영 ·························································································· 6
• 1. 기업의 사회적 책임 ················································································· 8
• 2. 공유가치창출 ··························································································· 11
• 3. 사회적 책임과 공유가치창출 비교 ····················································· 13
• 제2절 ESG ······································································································· 15
• 1. ESG의 개념 ···························································································· 15
• 2. ESG의 구성 ···························································································· 19
• 제3절 브랜드 속성 ·························································································· 25
• 1. 브랜드 호감도 ························································································· 25
• 2. 브랜드 신뢰도 ························································································· 27
• 3. 브랜드 인지도 ························································································· 29
• 제4절 소비자 행동 ·························································································· 31
• 1. 소비가치 ··································································································· 31
• 가. 소비가치의 개념 ··············································································· 31
• 나. 소비가치의 유형 ··············································································· 33
• 1) 기능적 가치 ·················································································· 35
• 2) 사회적 가치 ·················································································· 36
• 3) 감정적 가치 ·················································································· 37
• 4) 탐험적 가치 ·················································································· 38
• 5) 상황적 가치 ·················································································· 39
• 2. 구매의도 ··································································································· 40
• 3. 구전의도 ··································································································· 41
• 제3장 연구방법 ································································································· 45
• 제1절 연구모형 ································································································ 45
• 제2절 연구가설 설정 ······················································································ 46
• 1. 지각된 ESG 요인과 브랜드 호감도 간의 관계 ······························ 46
• 2. 지각된 ESG 요인과 브랜드 신뢰도 간의 관계 ······························ 47
• 3. 지각된 ESG 요인과 브랜드 인지도 간의 관계 ······························ 48
• 4. 브랜드 호감도와 구매의도 간의 관계 ··············································· 49
• 5. 브랜드 신뢰도와 구매의도 간의 관계 ··············································· 50
• 6. 브랜드 인지도와 구매의도 간의 관계 ··············································· 51
• 7. 지각된 ESG 요인과 구매의도 간의 관계 ········································ 52
• 8. 구매의도와 구전의도 간의 관계 ························································· 53
• 9. 소비가치의 조절효과 ············································································· 54
• 제3절 변수의 조작적 정의 및 측정도구 ···················································· 56
• 제4절 조사 설계 및 분석방법 ······································································ 62
• 1. 조사 설계 ································································································· 62
• 2. 분석방법 ··································································································· 63
• 제4장 실증분석 ································································································· 64
• 제1절 표본의 일반적 특성 ············································································ 64
• 제2절 탐색적 요인분석 ·················································································· 66
• 제3절 측정모형의 신뢰성 및 타당성 검증 ················································ 69
• 제4절 구조모형 평가 ······················································································ 72
• 제5절 연구가설 검증 ······················································································ 73
• 제6절 조절효과의 단순 기울기 검증 ·························································· 77
• 제5장 결론 ·········································································································· 86
• 제1절 연구결과 요약 ······················································································ 86
• 제2절 시사점 ···································································································· 89
• 제3절 한계점 및 향후 연구 과제 ································································ 92
• 참고문헌 ············································································································ 93
• 부록: 설문지 ·································································································· 114
• 1. 한국어 설문지 ······················································································· 114
• 2. 중국어 설문지 ······················································································· 123
• Abstract ·········································································································· 131