항공사의 ESG 활동이 기업이미지와 구전의도에 미치는 영향: 항공사 규모와 ESG 적합도의 조절효과

초록

This study aims to examine the impact of consumers' perceptions of airlines' ESG (Environmental, Social, and Governance) activities on corporate image and how this corporate image subsequently affects word-of-mouth intentions. Additionally, the study investigates whether airline size and ESG fit act as moderating variables in these relationships. The findings reveal that all three ESG factors (environmental, social, and governance) positively influence corporate image and word-of-mouth intention, with a significant indirect effect mediated by corporate image. Additionally, airline size and ESG fit acted as moderating variables in the relationship between ESG activities and corporate image. This suggests that ESG activities not only contribute to enhancing corporate image in the short term but also have a positive impact on consumer behaviors, such as word-of-mouth intention, in the long term. It highlights the need to consider environmental factors such as airline size and ESG fit in this process.

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