플랫폼 기업의 ESG 진정성, 브랜드태도, 그리고 구매의도: 부정적 이슈의 조절효과

초록

This study examines how consumers' perceptions of online platform firms' ESG activities lead to ESG authenticity, brand attitude, and purchase intention, and whether negative issue perception weakens the relationship between brand attitude and purchase intention. Digital platforms govern access,visibility, data use, and exchange rules across interdependent stakeholders;therefore, platform ESG authenticity is treated as an inference from governance practices rather than as a mere level of CSR activity (Gawer, 2014; Martin,2019; Cutolo & Kenney, 2021). Long-term commitment, stakeholder benevolence, and broad social impact were specified as temporal, motive, and outcome cues to ESG authenticity, drawing on attribution and CSR authenticity research (Kelley, 1973; Alhouti et al., 2016; Joo et al., 2019). Survey data from 347 online platform users were analyzed using PLS-SEM with Smart PLS 4. All three cues had significant positive effects on ESG authenticity; ESG authenticity positively affected brand attitude, and brand attitude positively affected purchase intention. Negative issue perception significantly weakened the conversion of brand attitude into purchase intention. The contribution lies not in the familiar attitude-intention sequence itself, but in explaining how platform-specific governance cues organize consumers' ESG authenticity judgments.

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