스포츠웨어 브랜드의 ESG 경영활동에 대한 메시지신뢰와 진정성이 소비자행동에 미치는 영향: ESG 적합성과 회의주의의 매개효과
The Effects of Message Credibility and Authenticity in Sportswear Brands’ ESG Management on Consumer Behavior: The Mediating Effects of ESG Fit and Skepticism
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초록
[목적] 이 연구의 목적은 기존의 경쟁방식으로 이점을 점할 수 없는 스포츠웨어 시장에서 최근 주목받고 있는 ESG 경영을 통해 소비자의 소비행동을 유발할 수 있는 방안을 탐색하고자 하며, 이를 통해 지속 가능한 경영과 가치 창출을 바탕으로 스포츠웨어 브랜드의 전략적 대안을 제시하는데 있다. [방법] 연구분석방법은 SPSS 21.0와 AMOS 21.0를 활용하여, 빈도분석, 신뢰도 및 타당도 분석, 확인적요인분석, 구조모형방정식모형 그리고 매게효과분석을 수행하였으며, 가설검증 결과는 다음과 같다. [결과] 첫째, 스포츠웨어 브랜드의 ESG 메시지신뢰와 ESG 진정성 중 ESG 진정성만이 소비행동에 긍정적인 영향을 미쳤다. 둘째, 스포츠웨어 브랜드의 ESG 메시지신뢰와 ESG 진정성이 ESG 적합성에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 스포츠웨어 브랜드의 ESG 메시지신뢰와 ESG 진정성은 ESG 회의주의에 부정적인 영향을 미치는 것으로 나타났다. 넷째, 스포츠웨어 브랜드의 ESG 적합성은 소비 행동에 긍정적인 영향을 미치는 것으로 나타났다. 다섯째, 스포츠웨어 브랜드의 ESG 회의주의는 소비 행동에 부정적인 영향을 미치는 것으로 나타났다. 매개효과 검증 결과는 다음과 같다. 첫째, ESG 메시지신뢰는 소비행동에 직접효과가 통계적으로 유의하지 않았으나, ESG 메시지신뢰가ESG 적합성과 회의주의를 매개로 소비행동에 완전매개효과가 나타났다. 둘째, ESG 진정성은 소비행동에 직접효과가통계적으로 나타났으며, ESG 진정성은 ESG 적합성과 회의주의를 매개로 소비행동에 부분매개효과가 나타났다. [결론] 스포츠웨어 브랜드의 지속가능한 경영과 이익 창출을 위해서는 ESG 메시지에 대한 신뢰와 진정성을 바탕으로소비자의 소비행동을 유발하는 방안이 모색되어야 할 필요가 있다.
Abstract
PURPOSE This study aimed to explore methods for stimulating consumer purchasing behavior in the sportswear market, where gaining a competitive edge through traditional means has become increasingly challenging, by focusing on the recently highlighted environmental, social, and governance (ESG) management practices. The objective was to present strategic alternatives for sportswear brands grounded in sustainable management and value creation. METHODS The research employed SPSS 21.0 and AMOS 21.0 for frequency analysis, reliability and validity analysis, confirmatory factor analysis, structural equation modeling, and mediation effect analysis. RESULTS First, among the sportswear brand‘s ESG message trust and ESG authenticity, only ESG authenticity positively impacted consumer behavior. Second, both the sportswear brand‘s ESG message trust and ESG authenticity were found to positively influence ESG congruence. Third, ESG message trust and ESG authenticity negatively affected ESG skepticism. Fourth, ESG congruence positively impacted consumer behavior. Fifth, ESG skepticism was found to negatively influence consumer behavior. The mediation effect analysis yielded the following results: First, the direct effect of ESG message trust on consumer behavior was not statistically significant; however, a full mediation effect was observed through ESG congruence and skepticism. Second, the direct effect of ESG authenticity on consumer behavior was statistically significant, with a partial mediation effect through ESG congruence and skepticism. CONCLUSIONS For sportswear brands to achieve sustainable management and profit generation, it is essential to explore methods for stimulating consumer purchasing behavior based on trust and authenticity in ESG messages.
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