@article{ART003106240},
author={Jeong-Ho Chun and Hyeon-Suk Park},
title={A Study on the convenience store brands' ESG activities impact store loyalty: Focusing on the Moderating Effect of Eco-friendly Values, Social media Activity, Consumer-Company Identification},
journal={Industry Promotion Research},
issn={2466-1139},
year={2024},
volume={9},
number={3},
pages={57-75},
doi={10.21186/IPR.2024.9.3.057}
TY - JOUR
AU - Jeong-Ho Chun
AU - Hyeon-Suk Park
TI - A Study on the convenience store brands' ESG activities impact store loyalty: Focusing on the Moderating Effect of Eco-friendly Values, Social media Activity, Consumer-Company Identification
JO - Industry Promotion Research
PY - 2024
VL - 9
IS - 3
PB - Industrial Promotion Institute
SP - 57
EP - 75
SN - 2466-1139
AB - This study examined how ESG activities of convenience stores, affect consumers' store loyalty. Using 300 valid samples of convenience store users collected through an online specialized agency (Company M), this study empirically analyzed the effects of environmental (E), social (S), and governance (G) activities among ESG on trust and store loyalty, and the mediating effects of trust and the moderating effects of eco-friendly values, social media activity, and consumer-company identification. The results of the analysis showed that, first, governance activities had a positive effect on trust, and environmental activities and trust had a positive effect on store loyalty, but social activities had no effect Second, trust had a moderating effect only on the relationship between governance activities and store loyalty, and third, in the relationship between ESG activities and trust, eco-friendly values and social media activity had moderating effects on environmental, social, and governance activities, and consumer-company identification had moderating effects on environmental and governance activities, but not on social activities. Therefore, convenience store brands should further strengthen their environmental and social activities to build consumer trust, especially environmental activities, which only directly affect store loyalty, so they should be more cautious and proactive. In addition, intensive marketing activities are needed to build trust among consumers who have high eco-friendly values, social media activity, and consumer-company identification. Therefore, this study confirms the critical view of consumers despite the social contribution activities of convenience store brands, and suggests that in order to improve them, it is necessary to strengthen social activity efforts, actively participate in ESG activities of on-site franchisees who are customer contact points, and educate employees.
KW - Convenience Store;ESG;Store loyalty;Trust;Eco-friendly Values;Social media Activity;Consumer-Company identification
DO - 10.21186/IPR.2024.9.3.057
ER -
Jeong-Ho Chun and Hyeon-Suk Park. (2024). A Study on the convenience store brands' ESG activities impact store loyalty: Focusing on the Moderating Effect of Eco-friendly Values, Social media Activity, Consumer-Company Identification. Industry Promotion Research, 9(3), 57-75.
Jeong-Ho Chun and Hyeon-Suk Park. 2024, "A Study on the convenience store brands' ESG activities impact store loyalty: Focusing on the Moderating Effect of Eco-friendly Values, Social media Activity, Consumer-Company Identification", Industry Promotion Research, vol.9, no.3 pp.57-75. Available from: doi:10.21186/IPR.2024.9.3.057
Jeong-Ho Chun, Hyeon-Suk Park "A Study on the convenience store brands' ESG activities impact store loyalty: Focusing on the Moderating Effect of Eco-friendly Values, Social media Activity, Consumer-Company Identification" Industry Promotion Research 9.3 pp.57-75 (2024) : 57.
Jeong-Ho Chun, Hyeon-Suk Park. A Study on the convenience store brands' ESG activities impact store loyalty: Focusing on the Moderating Effect of Eco-friendly Values, Social media Activity, Consumer-Company Identification. 2024; 9(3), 57-75. Available from: doi:10.21186/IPR.2024.9.3.057
Jeong-Ho Chun and Hyeon-Suk Park. "A Study on the convenience store brands' ESG activities impact store loyalty: Focusing on the Moderating Effect of Eco-friendly Values, Social media Activity, Consumer-Company Identification" Industry Promotion Research 9, no.3 (2024) : 57-75.doi: 10.21186/IPR.2024.9.3.057
Jeong-Ho Chun; Hyeon-Suk Park. A Study on the convenience store brands' ESG activities impact store loyalty: Focusing on the Moderating Effect of Eco-friendly Values, Social media Activity, Consumer-Company Identification. Industry Promotion Research, 9(3), 57-75. doi: 10.21186/IPR.2024.9.3.057
Jeong-Ho Chun; Hyeon-Suk Park. A Study on the convenience store brands' ESG activities impact store loyalty: Focusing on the Moderating Effect of Eco-friendly Values, Social media Activity, Consumer-Company Identification. Industry Promotion Research. 2024; 9(3) 57-75. doi: 10.21186/IPR.2024.9.3.057
Jeong-Ho Chun, Hyeon-Suk Park. A Study on the convenience store brands' ESG activities impact store loyalty: Focusing on the Moderating Effect of Eco-friendly Values, Social media Activity, Consumer-Company Identification. 2024; 9(3), 57-75. Available from: doi:10.21186/IPR.2024.9.3.057
Jeong-Ho Chun and Hyeon-Suk Park. "A Study on the convenience store brands' ESG activities impact store loyalty: Focusing on the Moderating Effect of Eco-friendly Values, Social media Activity, Consumer-Company Identification" Industry Promotion Research 9, no.3 (2024) : 57-75.doi: 10.21186/IPR.2024.9.3.057
