Effect of Sustainable Luxury Message Framing on Brand Evaluations

이은정 한국인터넷방송통신학회 2024 International Journal of Internet, Broadcasting an Vol.16 No.1

The current study examined the causal relations among sustainable luxury campaigns' message framing types (negative vs. positive), sustainable brand image and perceived consumer effectiveness. The study tested the moderation of perceived brand luxury about the message framing types, sustainable brand image, and perceived consumer effectiveness. An online survey adopting luxury product is conducted with a total of 194 Korean consumers, testing the hypotheses. In the results, the message framing type is found to significantly affect perceived consumer effectiveness but not sustainable brand image. Perceived brand luxury significantly negatively moderates the relationship between the message framing type and perceived consumer effectiveness but not between the type and sustainable brand image. The results supported the positive influence of perceived consumer effectiveness on sustainable brand image. The moderation of perceived brand luxury was confirmed only for the relationship between the message framing type and perceived consumer effectiveness. The results empirically confirm that the message frame of luxury marketing could positively affect consumers' attitude formation, such as perceived consumer effectiveness, which is consistent with previous studies' research results. The results document that luxury brands using a negative message frame type had a more significant effect on perceived consumer effectiveness than the positive frame type. The findings contribute to the literature of new media-based sustainable marketing of luxury products as to how it affects consumers' brand evaluation and purchase intention, focusing on the causal relationships among the message-framing type of sustainable luxury marketing, sustainable brand image, and perceived consumer effectiveness. Given the increasing pursuit of sustainability in the luxury industry, the results contribute to deriving implications for sustainable marketing of efficient luxury brands.

스마트 팩토리에 대한 지각된 품질이 고도화 추진의도에 미치는 영향

김종락(Jonglak Kim),유건우(Kunwoo Yoo) 한국인터넷전자상거래학회 2020 인터넷전자상거래연구 Vol.20 No.6

This study looked at manufacturers that have completed the deployment of smart factory systems and examined the perceived ease, perceived usefulness, and impact on the intention of upgrading their current smart factory systems (solution quality, customization, maintenance, education, etc.). Furthermore, the study looked at the difference in the influence between pathways between those that highly value smart factory systems and those that do not, namely, control over the adoption effects. Furthermore, the study investigated the difference in the impact of pathways between those who highly perceived introduce effect to smart factory systems and those who do not. The results have shown that among perceived quality of smart factory, maintenance and education have a positive effect on perceived ease. Second, solution quality and customization have been shown to have a positive effect on perceived usefulness. Third, the perceived ease and usefulness of smart factories have been shown to have a positive influence on the intention of upgrading. Fourth, the impact of the solution quality on perceived usefulness was greater in the group that evaluated the introduction effect to be high compared to the group that evaluated it to be low. Fifth, the influence of perceived ease on perceived usefulness was greater in the group that assessed that the introduction effect was low compared to the group that evaluated it to be high. Sixth, the impact of perceived ease on the intention of upgrading was greater in the group that assessed that the introduction effect was high compared to the group that evaluated it to be low. Seventh, the impact of perceived usefulness on the intention of upgrading was greater in the group that assessed that the introduction effect was low compared to the group that evaluated it to be high. Finally, based on the analysis results, this study proposed implications and future research directions.

COVID-19 팬데믹 위험으로 인한 소비행동의 변화 연구

오종철,이유선,김재홍 사단법인 한국벤처혁신학회 2022 벤처혁신연구 Vol.5 No.2

This study intends to examine how the perception of covid-19 risk affects consumers' consumption behavior based on previous studies in a situation where the spread of covid-19 is prolonged. This study demonstrates how consumers' perception of covid-19 risk affects online and offline consumption behavior through the perceived severity, perceived vulnerability, coping effectiveness, and self-efficacy of the revised protective motivation theory (Rogers, 1983). We want to test it through analysis. In order to achieve the purpose of this study, consumers living in Seoul and Gyeonggi Province who have purchased within the past 3 months were selected as a sample. In addition, variable data such as risk perception of covid-19, perceived severity, perceived vulnerability, coping effectiveness, self-efficacy, online purchase attitude and purchase intention, offline purchase attitude and purchase intention were collected through the questionnaire.A total of 363 copies of valid responses were tested to test the hypothesis of the relationship between variables through the covariance structure model. The analysis results of this study were first, that covid-19 risk perception had a significant positive (+) effect on perceived severity, perceived vulnerability, and coping effectiveness. Second, perceived severity and perceived vulnerability were found to have a significant positive (+) effect on offline purchasing attitude. Third, perceived severity, perceived vulnerability, coping plan effectiveness, and self-efficacy were all found to have significant positive (+) effects on online purchase attitude. Finally, it was found that offline purchase attitude and online purchase attitude had a significant positive (+) effect on offline purchase intention and online purchase intention, respectively. Also, it was found that online purchase attitude had a negative (-) effect on offline purchase intention. The results of this analysis will provide meaningful implications for the establishment of strategies for distribution channels according to the social risk of infectious diseases. 본 연구는 covid-19 확산이 장기화하는 현시점에서 선행연구를 토대로 covid-19에 관한 사회적 위험지각이 소비심리와 소비행동의도에 어떠한 영향을 주는지 소비 행동의 변화과정을 검정하고자 한다. 이를 위해 본연구에서는 소비자들의 covid-19 위험 인식이 Rogers(1983)의 개정된 보호동기이론의 지각된 심각성, 지각된 취약성, 대처방안 효율성, 자기효능감을 매개로 온라인과 오프라인 소비 행동에 어떠한 영향을 미치는지 실증분석을 통해 검정하고자 한다.. 이러한 연구 목적의 달성을 위해 서울, 경기에 거주하고 있는 소비자들을 표본으로 선정하여 설문지를 통해 covid-19의 위험지각, 지각된 심각성, 지각된 취약성, 대처방안 효율성, 자기효능감, 온라인 구매 태도 및 구매 의도, 오프라인 구매 태도 및 구매 의도 등의 변수 자료를 수집하였다. 총 363부의 유효응답을 대상으로 공분산구조모형을 통해 변수 간 관계에 대한 가설을 검정하였다. 본 연구의 분석결과는 첫째, covid-19 위험지각은 지각된 심각성, 지각된 취약성, 대처방안 효율성에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 지각된 심각성과 지각된 취약성은 오프라인 구매 태도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 지각된 심각성, 지각된 취약성, 대처방안 효율성, 자기효능감은 모두 온라인 구매 태도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 끝으로 오프라인 구매 태도와 온라인 구매 태도는 각각 오프라인 구매 의도와 온라인 구매 의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 또한, 온라인 구매 태도는 오프라인 구매 의도에 부(-)의 영향을 미치는 것으로 나타났다. 이러한 분석결과는 감염병이라는 사회적 위험에 따른 유통채널의 전략 수립을 위한 의미 있는 시사점을 제공할 것이다.

생활체육참여자의 지각된 스트레스, 자기관리 그리고 정신건강

박성무(Park, Seong-Moo),허진영(Huh, Jin-Young) 한국체육과학회 2016 한국체육과학회지 Vol.25 No.4

This study analyzed the mediated moderation effect and moderated mediation effect of resilience on the relations of perceived stress, self-management, and mental health of life-time sport participants by using SPSS macro PROCESS 2.13. Life-time sport participants(N=311) living in Seoul-si and Gyeonggi-do, data of perceived stress, self-management, mental health, and resilience was collected. Using SPSS 23.0 program, the explanatory factor analysis, reliability analysis, and correlation analysis were conducted for the collected data. Using SPSS macro PROCESS 2.13 program, the mediation effect and moderation effect(mediated moderation effect, moderated mediation effect, and moderated direct effect) were analyzed. Through the research methods and procedures above, the results like below were obtained. First, on the relation between perceived stress and mental health, there were partially mediated effects of self-management. Second, the interaction effect of perceived stress and resilience was significant, and there were the mediated moderation effects. Third, the interaction effect of self-management and resilience was not significant on the mediated model, and there were no moderated mediation effects. Fourth, the interaction effect of resilience was significant on the relation between perceived stress and mental health, and there were the moderated direct effects.

부모의 학대적 양육태도와 또래소외감이 아동의 우울감에 미치는 영향에서 아동이 지각한 주관적 빈곤감의 조절효과

조문교,장원빈,Ui Jeong Moon 한국아동권리학회 2019 아동과 권리 Vol.23 No.4

Objectives: This study is to examine the association of parental abusive behaviors and peer alienation with children’s depressive symptoms and the moderating effect of children’s perceived poverty. Methods: This study used data from the Korean Children & Youth Panel Survey (KCYPS), an ongoing nationally representative longitudinal survey. Descriptive analysis and Pearson correlation was used, and regression analysis was used to examine the main effect and moderation effects. Results: Results from regression analysis show that parental abusive behaviors and peer alienation were positively associated with children’s depressive symptoms and also show that children’s perceived poverty strengthened the adverse effects of abusive parental behaviors and peer alienation on children’s depressive symptoms. Also, gender differences in the moderation effects of perceived poverty on depressive symptoms were found. Conclusions: When it comes to examining the effect of poverty on children and planning and developing programs, how children perceived their family economic status should be considered. Implications for intervention programs are discussed. 연구목적: 본 연구는 부모의 양육태도와 아동이 인지하는 또래소외감이 아동의 우울감에 미치는 영향에서 아동이 지각한 주관적 빈곤감의 조절효과를 검증하였다. 방법: 한국청소년정책연구원에서 실시한 ‘한국아동·청소년패널조사 2010’의 6차(2015년) 자료를 활용하여 기술통계, 상관관계 분석 및 회귀분석과 조절효과 분석을 실시하였다. 결과: 첫째, 회귀분석결과에 의하면 부모의 학대적 양육태도와 또래소외감은 아동의 우울증 증상 증가에 유의미한 영향을 주었으며, 둘째, 조절효과 분석결과에 의하면 아동이 지각한 주관적 빈곤감이 부모의 학대적 양육태도와 또래소외감의 부정적인 영향력을 강화시키며, 이는 성별에 따른 차이가 있는 것을 확인하였다. 결론: 현재 우리나라에서 지원되는 전반적인 복지 서비스가 아동의 가구에 대한 객관적인 빈곤을 완화하는데 주력하는 점을 고려하여 볼 때 본 연구의 결과를 근거로 아동의 주관적 빈곤감에 대한 실천적 개입을 포함하는 프로그램의 필요성을 시사한다.

Effects of Individual Difference on Organizational Difference: Perceived Training Effectiveness Model for Organizational Performance

Malik, Beenish,Karim, Jahanvash,Noreen, Tayyaba,Han, Sang-Lin Korean Marketing Association 2017 ASIA MARKETING JOURNAL Vol.19 No.3

Our study is trying to investigate the perceived training effectiveness by applying the theory of planned behavior (TPB) and Technological Acceptance Model (TAM) and intend to examine the effects of individual differences on perceived training effectiveness and performance of individuals. The main purpose is to evaluate the perceived training effectiveness, and role of individual differences in terms of learning. The results of this study supported all the hypothesis that participants with higher level of creative self-efficacy, intrinsic motivation, creativity and emotional intelligence (EI) will have greater inclinations to learn. Results showed that perceive training effectiveness is positively related to training transfer and training transfer increase the performance of individuals. Study results significantly agree with the theory of planned behavior (TPB) which was applied to measure the perceived training effectiveness and suggest trainee's perception of usefulness, ease and benefits enhance learning dimensions of participants that make any program effective. The study has highlighted a number of issues that influence the perceived training effectiveness.

엘리트 학생선수의 성장 마인드셋과 인지된 경기력의 관계에서 운동열의의 매개효과

안효연,소영호 한국체육학회 2021 한국체육학회지 Vol.60 No.6

The purpose of this study was to investigate the mediation effect of athlete engagement on the relationship between growth mindset and perceived performance in elite student athletes. The subjects of this study were 239 physical education high school athletes. Participants completed a series of questionnaires on the growth mindset, athlete engagement, and perceived performance. With the collected data structural equation model analysis were performed by AMOS 22.0. The results of the analysis were summarized as follows. First, the growth mindset impacts positively(+) influence on athlete engagement, but the perceived performance impacts no significantly influence. Second, the athlete engagement impacts positively(+) influence on perceived performance. Third, the athlete engagement was revealed to function as a complete mediating effect on the relationship between growth mindset and perceived performance. These results mean that improved their athlete engagement through growth mindset of elite student athletes, and improving their perceived performance through athlete engagement, and the growth mindset had an indirect effect on perceived performance through the athlete engagement as a complete mediating effect.

소비자 가치관과 육류대체식품에 대한 기대가치가 지각된 소비자효과성, 태도, 구매의도 및 가격프리미엄 지불의사에 미치는 영향 - 푸드 네오포비아 수준에 따른 조절효과를 중심으로 -

김현영 한국외식산업학회 2022 한국외식산업학회지 Vol.18 No.1

This study attempted to examine the influence relationship between biospheric consumer value, expected value for alternative meats, perceived consumer effectiveness, and attitude toward alternative meats. it was attempted to investigate how perceived consumer effectiveness and attitude toward alternative meats affect purchase intention and Intention to Pay Premium Price. In addition, this study tried to examine the moderating effect according to the level of food neophobia through multi-group analysis. A total of 413 questionnaires were used for the final analysis. The study results are summarized as follows. First, biospheric consumer value had a positive effect on perceived consumer effectiveness(β=.347, p=.000), but did not significantly affect attitude toward alternative meats. Second, among the expected value for alternative meats of consumers, functional value and health value did not significantly affect attitude, whereas epistemic value(β =.592, p=.000) and economic value (β=.381, p=. 000) had a positive effect on the attitude toward alternative meats. Third, perceived consumer effectiveness had a positive effect on purchase intention(β=.246, p=.000) and intention to pay price premium (β=.354, p=.000). Fourth, attitude toward alternative meats had a positive effect on purchase intention(β=.852 p=.000) and intention to pay premium price(β=.596, p=.000). Finally, as a result of analyzing the moderating effect according to the food neophobia level through multi-group analysis, it was found that there was no significant moderating effect. The results of this study provide useful guidelines for effective promotional messages about meat alternatives marketers.

Big 4 감사인의 감사품질이 부채조달비용에 미치는 효과 : 유가증권상장과 코스닥상장기업에 대한 실증적 증거

박종일,남혜정 韓國公認會計士會 2013 회계·세무와 감사 연구 Vol.55 No.2

본 연구는 상장기업을 대상으로 Big 4 감사인의 선임이 부채조달비용에 미치는 영향을 분석하였다. 특히 본 연구는 유가증권상장기업(KOSPI)과 코스닥상장기업(KOSDAQ)을 비교하여 살펴보았다. 더 나아가 본 연구에서는 국내 상장기업에서 Big 4 감사인의 선임과 부채조달비용 간에 유의한 음(-)의 관계가 관찰된다면 이와 같은 관계가 채권자들에게 Big 4 감사인의 선임이 보증효과(insurance effect)에 따른 결과인지, 또는 정보효과(information effect)에 따른 결과인지, 아니면 두 가지 모두에 따른 총효과(=보증효과+정보효과)에 기인된 것인지를 Mansi et al.(2004)의 방법에 따라 살펴보았다. 이를 위하여, Big 4 감사인 여부는 선행연구의 방법에 따라 Big 4 회계법인과의 제휴여부로 측정하였고, 부채조달비용은 부채차입이자율 스프레드로 측정하였다. 분석기간은 2001년부터 2011년까지 금융업을 제외한 12월 결산법인으로 분석에 이용가능 했던 최종표본 10,479개 기업/연 자료를, 또한 KOSPI 표본은 5,036개 기업/연 자료이고, KOSDAQ 표본은 5,443개 기업/연 자료가 이용되었다. 본 연구의 실증결과에 따르면. 첫째, 전체 상장기업을 대상으로 한 경우 부채조달비용에 영향을 미치는 일정변수뿐만 아니라, 신용등급(또는 직교된 신용등급)까지 통제한 후에도 Big 4 감사인을 선임한 상장기업이 그렇지 않은 기업보다 1% 수준에서 유의하게 부채조달비용이 더 낮은 것으로 나타났다. 또한 Mansi et al.(2004)의 방법에 따라 Big 4 감사인의 선임 효과를 보증효과와 정보효과로 나누어 살펴본 결과, Big 4 감사인의 선임은 채권자에게 주로 보증효과에 기초해 부채조달비용이 낮은 것으로 나타났다. 이는 채권자들에게는 Big 4 감사인이 딥 포켓(deep pocket)이라는 것에 기초한 결과로 보인다. 둘째, 전체 상장기업을 다시 KOPSI와 KOSDAQ 표본으로 나누어 각각 분석한 결과에 따르면, KOSPI 표본에서는 Big 4 감사인의 선임과 부채조달비용 간에 유의한 음(-)의 관계가 관찰되지 않았다. 이와 달리 KOSDAQ 표본에서는 Big 4 감사인의 선임과 부채조달비용 간에 1% 수준에서 유의한 음(-)의 관계로 나타났다. 즉 앞서 전체 상장기업의 경우 Big 4 감사인과 부채조달비용 간에 유의한 음(-)의 관계와 Big 4 감사인의 선임이 보증효과를 제공한다는 결과는 주로 KOSPI 표본보다는 KOSDAQ 표본에 기인한 결과로 나타났다. 이상의 결과를 종합하면, 본 연구결과는 국내 채권시장의 채권자들은 KOSPI와 KOSDAQ 기업들에서 Big 4 감사인의 선임에 따른 인지된 감사품질 정보에 대해 차별적으로 반응하고 있다는 것을 실증적으로 보여주었다는데 의의가 있다. 또한 KOSDAQ에 속한 상장기업들이 부채차입을 통해 자금을 조달시 Big 4 감사인을 선임하면 채권자들에게 긍정적인 반응으로 나타나는 것은 주로 Big 4 감사인의 보증효과에 대한 인지(perception)에 기초한 것이라는 결과를 보여주었다. 이러한 결과는 KOSPI 보다 기업지배구조가 상대적으로 열악하고, 재무정보의 신뢰성이 낮은 KOSDAQ에 속한 상장기업에서 감사품질이 높은 외부감사인의 선임은 보다 중요한 외부지배구조의 역할을 수행할 것으로 채권자들이 평가한 결과일 수 있다. 따라서 본 연구결과는 학계의 관련연구에 추가적인 공헌을 할 뿐만 아니라, 감사품질에 관심이 있는 실무계 및 정책당국에게도 유익한 시사점을 제공해 줄 것으로 기대된다. This paper examines the effect of audit quality on cost of debt in listed firms. Specifically, this study investigates differences between KOSPI and KOSDAQ listed firms on associations between audit quality and cost of debt. Furthermore, this study tries to identify driving factors of audit quality using Mansi et al. (2004)’s methodology in determining whether the effect comes from insurance effect or information effect, or both. This approach may be differentiated our study from previous study, which only focus on audit quality. The effectiveness of the auditor that reduces information asymmetries is one of the function of audit quality. Prior research suggests that Big 4 auditors in the U.S. provide high quality audits to improve the firm’s brand reputation and to avoid costly litigation. Khurana and Raman (2004) shows that clients of Big 4 auditors have significantly lower ex ante cost of equity capital compared to clients of non-Big 4 auditors in the US but not in other Anglo-American countries. They argue that the perception of Big 4 performing higher quality audits than non-Big 4 is a function of the litigation environment. Their conclusion is that the threat of litigation is a stronger driver than reputation behind perceived audit quality, proxied by cost of capital. This conclusion implies that debt-holders primarily perceive audit quality in terms of the Big 4 auditor’s “deep pockets”. Also, Pitman and Fortin (2004) show that clients of Big 4 auditors have a lower cost of interest immediately after an IPO compared to clients of non-Big 4 auditors. In sum, it is general that big 4 auditors have the financial resources to better fulfill their monitoring, information and insurance roles than non-Big 4 auditors. In the context of this study this better fulfillment of these roles is expected to be reflected in a reduced cost of debt. In other words, to the extent that debt-holders perceive the Big 4 audit as providing a higher quality audits and more credible financial statement, firms audited by the Big 4 (relative to those audited by non-Big 4 auditors) are expected, ceteris paribus, to have a lower cost of debt. Specifically, we investigate whether Big 4 auditors are perceived as providing higher quality audits relative to non-Big 4 auditors in the debt market in Korea. To do this, we use 10,479 observations from 2001 to 2011 for 5,036 firm-year observations in KOSPI and for 5,443 firm-year observations in KOSDAQ. As a main variable, we measure Big4 audit firm dummy variable as proxy for audit quality. And we use the yield spread of interest rates as proxy for cost of debt. According to our analyses, we find that the first, firms audited by the Big 4 audit firm are more likely to associated with low cost of debt after controlling for control variables and corporate credit ratings. And we identify that when audit quality is divided into insurance and information effect using Mansi et al. (2004)’s methodology, this result comes from insurance effect rather than information effect. This implies that debt-holders consider Big 4 audit firm as deep pocket. The second, when we divide samples into KOSPI and KOSDAQ, the negative relationship between audit quality and cost of debt is not significant for KOSPI while the relationship is significant for KOSDAQ. This result demonstrates that the negative relationship between audit quality and cost of debt mainly comes from KOSDAQ listed firms. The finding implies that hiring Big 4 auditors in KOSDAQ listed firms is perceived as sound governance mechanism to debt-holders and improves credibility of financial reporting. The findings of this study provide important contributions in several ways. The first, unfortunately, the research about relationship between audit quality and cost of debt is rare in Korea. We believe that this work provides additional evidences about the effect of audit quality on cost of debt in Korea. The second, our study suggests that perception to insurance of Big 4 audit firms drives a negative relationship between audit quality and cost of debt in KOSDAQ. The findings of this study also suggest that Big 4 auditors provide high-quality audits, which improves financial reporting quality for KOSDAQ listed firms with poor governance compared to KOSPI listed firms. The third, this paper provides the evidence about driving factors of audit quality using Mansi et al. (2004) and find that a negative relationship between audit quality and cost of debt is mainly caused by insurance effect rather than information effect. This result is not consistent with Mansi et al. (2004)’s findings that audit quality comes from both insurance and information effect. This inconsistency provides implications to related study in Korea. Finally, the results present the empirical evidence to support that Big 4 auditor has an important role in alleviating information asymmetry between companies and external interested parties. This study suggests that debt-holders in Korea tend to differently react to Big 4 audit firm and perceived audit quality. In sum, the results of this paper indicate that a differential audit demand still exists in listed firms, and a audit quality significantly influences a level of cost of debt for KOSDAQ listed firms. Based on these results, we can better understand about the decision on auditor selection of listed firms in Korea. The findings in this study have various implications. This result implies that debt-holders in debt market perceive the firm audited from Big 4 auditor more favorable. Specifically, we show that the effect of audit quality attributes on cost of debt of client firms is limited to KOSDAQ listed firms. This suggests that the debt market in Korea perceives audit quality to be more important for smaller listed firms than for bigger ones. Therefore, these findings are very useful and provide a lot of important implications to academic as well as practitioner, investors, creditors, and regul

항공사 ESG 경영에 대한 평가가 소비자 반응에 미치는 영향 - 지각된 적합성을 중심으로 -

김용철,홍기석 한국항공경영학회 2023 한국항공경영학회지 Vol.21 No.5

항공 서비스 산업에서도 ESG 경영이 필수인 시대가 되어 간다. 이러한 ESG 경영 활동이 투자 유치뿐만 아니라 소비자의 호의적인 반응을 유도하는데 기여할 수 있다면 더할 나위 없이 바람직할 것이다. 이제는 ESG 경영 추진 여부를 고민할 것이 아니라, ESG 경영의 바람직한 기획에 관심을 가져야 할 시점이다. 관련 분야의 핵심 변수인 지각된 적합성이라는 개념은 이 상황에서도 중요한 역할을 할 것으로 예상된다. 그리고 지각된 적합성의 영향력은 항공사 규모, 즉 대형 항공사인지, 저비용 항공사인지에 따라 달라질 것으로 추론해 볼 수 있다. 본 연구의 목적은 항공사의 ESG 활동에 대한 평가가 소비자 반응에 미치는 영향을 차별화된 접근법으로 실증 분석해보는 데 있다. 구체적으로 ESG 활동의 지각된 적합성이 ESG 활동에 대한 평가를 거쳐 구매 의도에 영향을 미치는 과정을 분석하였다. 그리고 이러한 관계에서 항공사 규모의 조절변수 역할을 검토하였다. 본 연구는 유사 분야 연구에서 중요하게 고려되던 지각된 적합성을 ESG 경영에 대한 소비자 반응 연구에 적용한 최초의 연구라는 점에서 학문적 의의가 있다. 또한 ESG에 대한 소비자 반응 연구에 정보 통합 이론과 사회적 정체성 이론을 접목하여, 지각된 적합성과 항공사 규모의 역할을 구체적으로 실증했다는 점에서도 학술적 기여를 찾아볼 수 있다. 실증 결과, 항공사의 ESG 경영 활동에 있어 지각된 적합성을 높이는 것은 구매 의도 제고에 유의적인 영향을 미치는 것으로 나타났다. 그리고 이러한 과정에서 ESG 활동 평가가 매개변수의 역할을 하는 것을 검증하였다. 즉 지각된 적합성이 높은 ESG 활동 추진이 ESG 경영에 대한 호의적 평가에 영향을 미쳐 구매 의도를 제고하는 것으로 나타났다. 그리고 항공사 규모가 지각된 적합성의 영향력 메커니즘에 있어 조절변수의 역할을 하는 것으로 나타났다. 구체적으로 저비용 항공사의 경우에는 지각된 적합성이 높고 낮음에 상관없이 언더독 효과로 인해 모두 호의적인 ESG 활동 평가를 하는 반면, 대형 항공사의 경우에는 지각된 적합성이 낮으면 (높을 때에 비해) 상대적으로 덜 호의적인 ESG 활동 평가를 하는 것으로 나타났다. 이러한 실증 결과를 바탕으로 몇 가지 실무적 시사점을 도출해 볼 수 있었다. We are entering an era where ESG management is essential in the aviation service industry. It would be extremely desirable if these ESG management activities could contribute not only to attracting investment but also to inducing favorable responses from consumers. Now is the time to focus on desirable ESG management planning rather than deciding whether to implement ESG management or not. The concept of perceived fit, a key variable in related fields, is expected to play an important role in this situation as well. And it can be inferred that the influence of perceived fit will vary depending on the size of the airline, that is, whether it is a Full-Service Carrier or a Low-Cost Carrier. The purpose of this study is to empirically analyze the impact of evaluation of an airline’s ESG activities on consumer response using a differentiated approach. Specifically, we analyzed the process through which perceived fit of ESG activities influences purchase intention through evaluation of ESG activities. And the role of the moderating variable of airline size in this relationship was examined. This study has a academic contribution in that it is the first study to apply perceived fit, which was considered important in research in similar fields, to the study of consumer responses to ESG management. In addition, contributions can be found in that the role of perceived fit and airline size was verified in more detail by combining information integration theory and social identity theory in the study of consumer responses to ESG. According to results of the study, it is revealed that increasing perceived fit in the airline’s ESG management activities contribute to increasing purchase intention. And in this process, ESG activity evaluation is found to play a role as a mediating variable. In other words, it is found that the promotion of ESG activities with high perceived fit influence the favorable evaluation of ESG activities and increase purchase intention. In addition, the size of the airline is found to be a variable that moderates the influence mechanism of perceived fit. Specifically, in the case of Low-Cost Carriers, regardless of whether perceived fit is high or low, all receive favorable ESG activity evaluations due to the underdog effect. Whereas in the case of Full-Service Carriers, it is found that when perceived fit is low, ESG activity evaluations are relatively less favorable (compared to when perceived fit is high). Based on these empirical results, several practical implications could be derived.