Study on the Relationship between User Satisfaction and Repurchase Intention According to Perceived ESG Activities of Online Shopping Users in Korea

Korea’s e-commerce distribution has grown rapidly during the COVID-19 pandemic, exceeding 50% as of 2023. As e-commerce distribution grows, competition among domestic online shopping malls such as Coupang, Naver Shopping, Gmarket, and 11th Street is intensifying, and recently, Chinese overseas direct purchase companies AliExpress and Temu have entered the domestic market, further turning the e-commerce market into a battleground. We studied how ESG activities of online shopping malls affect consumer satisfaction and repurchase intention. We conducted a survey of 384 domestic e-commerce users. SPSS 22 was used as the analysis tool, and Varimax rotation was used for the analysis. In order to test the hypothesis on the effect of ESG perceived by consumers on repurchase intention by mediating consumer satisfaction, hierarchical regression analysis and Sobel test were used. In ESG, social and governance factors were significantly related to satisfaction, and only the governance factor was significantly related to repurchase intention. The results of the Sobel test showed that consumer satisfaction significantly mediates the structural factors and reuse intention. Since e-commerce platform users trust the reliability of the platform and use the platform, both satisfaction and repurchase intention are affected by the structural factors, and only satisfaction with social factors is affected. Through this study, we proved that the structural and social factors in ESG affect the purchasing behavior of e-commerce customers.