발신자의 감정 깊이 및 수신자와의 관계에 따른 이모티콘 표현유형과 선호도에 관한 연구

Ma, Yue; Lee, Hyunju; Lee, Kang Hyun; Li, Qingxia

doi:10.18852/bdak.2019.17.1.223

ajournalofbranddesignassociationofkorea

2019

DOI: 10.18852/bdak.2019.17.1.223

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발신자의 감정 깊이 및 수신자와의 관계에 따른 이모티콘 표현유형과 선호도에 관한 연구

Yue Ma¹,

Hyunju Lee²,

Kang Hyun Lee³

et al.

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2022

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Effects of Consumer Evaluation of ESG for Food Subscription Services on Intention to Word-of-Mouth and Continuous Usage: Moderating Role of Altruism

Kim¹,

Jeong²,

Park³

2022

J. Channel Retail.

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consumers' ESG evaluation, the more positive the word of mouth intention and the intention to continue using it.Second, governance (G) had a positive (+) effect on word of mouth intention, but rejected the positive (+) relationship with continued use intention. Third, as for the moderating effect according to altruism, the higher the altruism, the higher the environmental (E) and social (S) dimensions positively adjusted word-of-mouth intention and continued use intention. Also, the relationship between governance and word of mouth intent was positively adjusted. However, as the altruistic tendency was higher, the positive moderating effect between governance (G) and continued use intention was not significant. Conclusions:In order for ESG activities, which are non-financial evaluations, to become meaningful business strategies for companies, it is important for consumers to have a positive perception of the activities. Therefore, among ESG activities, companies should first focus on environmental and social activities to communicate with consumers. We also need to put more effort into building consensus with consumers about our governance-related activities. In addition, Generation Z, who has a growing influence on consumer culture, is a generation interested in fairness and altruism. Therefore, companies should select Generation Z as a major publicity target for ESG activities and communicate intensively.

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Effects of Consumer Evaluation of ESG for Food Subscription Services on Intention to Word-of-Mouth and Continuous Usage: Moderating Role of Altruism

Kim¹,

Jeong²,

Park³

2022

J. Channel Retail.

View full text Add to dashboard Cite

show abstract

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발신자의 감정 깊이 및 수신자와의 관계에 따른 이모티콘 표현유형과 선호도에 관한 연구

Cited by 1 publication

References 5 publications

Effects of Consumer Evaluation of ESG for Food Subscription Services on Intention to Word-of-Mouth and Continuous Usage: Moderating Role of Altruism

Effects of Consumer Evaluation of ESG for Food Subscription Services on Intention to Word-of-Mouth and Continuous Usage: Moderating Role of Altruism

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