IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v16y2024i23p10294-d1528602.html
   My bibliography  Save this article

Effects of Perceived Benefits, Value, and Relationships of Brands in an Online-to-Offline Context: Moderating Effect of ESG Activities

Author

Listed:
  • Meili Liang

    (Department of Business Administration, Kyonggi University, Suwon-si 16227, Republic of Korea)

  • Jianwei Yu

    (Department of Business Administration, Kyonggi University, Suwon-si 16227, Republic of Korea)

  • Changhyun Jin

    (Department of Business Administration, Kyonggi University, Suwon-si 16227, Republic of Korea)

Abstract

The objective of this study was to investigate how perceived benefits and risks affect perceived value, as well as to examine the relationship between perceived value, consumer–brand relationships, and loyalty. The study examines the moderating effects of environmental, social, and governance (ESG) performance on the abovementioned relationships by applying a value-based adoption model. An online survey was conducted with consumers who used a food-delivery-service platform, totaling 754 participants. The SPSS 27 statistical package and SmartPLS 4.0 were used to test the research hypotheses, as well as to verify the moderating effects. The results indicate that product quality and specialization have positive effects on perceived value; however, delivery convenience does not. The analysis also found that perceived risk factors associated with delivery-service platforms, specifically, delivery risk, delivery security, and product heterogeneity, have positive effects on perceived value. These results imply that perceived value is linked to consumer perceptions of perceived benefits or risks and is closely related to the formation of customer–brand relationships with delivery platform companies. In addition, it was found that consumer–brand relationships formed in this way act as a decisive factor in the formation of corporate brand loyalty. ESG activity was found to play an important role in moderating the relationship between product quality and specialization, which are factors regarding perceived benefits and value. The ESG performance of delivery-service platforms plays a moderating role in the relationship between perceived value, consumer–brand relationships, and brand loyalty. The results of this study contribute to the development of strategic guidelines for marketers seeking to establish delivery-service platforms.

Suggested Citation

  • Meili Liang & Jianwei Yu & Changhyun Jin, 2024. "Effects of Perceived Benefits, Value, and Relationships of Brands in an Online-to-Offline Context: Moderating Effect of ESG Activities," Sustainability, MDPI, vol. 16(23), pages 1-19, November.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:23:p:10294-:d:1528602
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/16/23/10294/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/16/23/10294/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Fong-Jia Wang & Chia-Huei Hsiao & Wei-Hsuan Shih & Weisheng Chiu, 2023. "Impacts of Price and Quality Perceptions on Individuals’ Intention to Participate in Marathon Events: Mediating Role of Perceived Value," SAGE Open, , vol. 13(2), pages 21582440231, June.
    2. Liran Einav & Dan Knoepfle & Jonathan Levin & Neel Sundaresan, 2014. "Sales Taxes and Internet Commerce," American Economic Review, American Economic Association, vol. 104(1), pages 1-26, January.
    3. Grzegorz Maciejewski, 2011. "The Meaning Of Perceived Risk In Purchasing Decisions Of The Polish Customers," Analele Stiintifice ale Universitatii "Alexandru Ioan Cuza" din Iasi - Stiinte Economice (1954-2015), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 58, pages 281-304, november.
    4. Michael L. Barnett & Robert M. Salomon, 2012. "Does it pay to be really good? addressing the shape of the relationship between social and financial performance," Strategic Management Journal, Wiley Blackwell, vol. 33(11), pages 1304-1320, November.
    5. Andreas Eggert & Wolfgang Ulaga & Franzizka Schultz, 2006. "Value creation in the relationship life cycle: A quasi-longitudinal analysis," Post-Print hal-00482487, HAL.
    6. Roy, Sanjit Kumar & Shekhar, Vaibhav & Lassar, Walfried M. & Chen, Tom, 2018. "Customer engagement behaviors: The role of service convenience, fairness and quality," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 293-304.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zhu, Minghao & Yeung, Andy C.L. & Zhou, Honggeng, 2021. "Diversify or concentrate: The impact of customer concentration on corporate social responsibility," International Journal of Production Economics, Elsevier, vol. 240(C).
    2. Kamini Gupta & Donal Crilly & Thomas Greckhamer, 2020. "Stakeholder engagement strategies, national institutions, and firm performance: A configurational perspective," Strategic Management Journal, Wiley Blackwell, vol. 41(10), pages 1869-1900, October.
    3. Maha Faisal Alsayegh & Rashidah Abdul Rahman & Saeid Homayoun, 2020. "Corporate Economic, Environmental, and Social Sustainability Performance Transformation through ESG Disclosure," Sustainability, MDPI, vol. 12(9), pages 1-20, May.
    4. Bikki Jaggi & Alessandra Allini & Riccardo Macchioni & Annamaria Zampella, 2018. "Do investors find carbon information useful? Evidence from Italian firms," Review of Quantitative Finance and Accounting, Springer, vol. 50(4), pages 1031-1056, May.
    5. Alan Gregory & Julie Whittaker, 2013. "Exploring the Valuation of Corporate Social Responsibility—A Comparison of Research Methods," Journal of Business Ethics, Springer, vol. 116(1), pages 1-20, August.
    6. Aseem Kaul & Jiao Luo, 2018. "An economic case for CSR: The comparative efficiency of for‐profit firms in meeting consumer demand for social goods," Strategic Management Journal, Wiley Blackwell, vol. 39(6), pages 1650-1677, June.
    7. Jebarajakirthy, Charles & Shankar, Amit, 2021. "Impact of online convenience on mobile banking adoption intention: A moderated mediation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    8. Zhonghua Zhao & Fanchen Meng & Yin He & Zhouyang Gu, 2019. "The Influence of Corporate Social Responsibility on Competitive Advantage with Multiple Mediations from Social Capital and Dynamic Capabilities," Sustainability, MDPI, vol. 11(1), pages 1-16, January.
    9. Mario Vaupel & David Bendig & Denise Fischer-Kreer & Malte Brettel, 2023. "The Role of Share Repurchases for Firms’ Social and Environmental Sustainability," Journal of Business Ethics, Springer, vol. 183(2), pages 401-428, March.
    10. Francesco Gangi & Antonio Meles & Eugenio D'Angelo & Lucia Michela Daniele, 2019. "Sustainable development and corporate governance in the financial system: Are environmentally friendly banks less risky?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(3), pages 529-547, May.
    11. Stefan Lewandowski, 2017. "Corporate Carbon and Financial Performance: The Role of Emission Reductions," Business Strategy and the Environment, Wiley Blackwell, vol. 26(8), pages 1196-1211, December.
    12. Salmani, Yasamin & Partovi, Fariborz Y., 2021. "Channel-level resource allocation decision in multichannel retailing: A U.S. multichannel company application," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    13. Amrou Awaysheh & Randall A. Heron & Tod Perry & Jared I. Wilson, 2020. "On the relation between corporate social responsibility and financial performance," Strategic Management Journal, Wiley Blackwell, vol. 41(6), pages 965-987, June.
    14. Lee, Young-eun & Cave, Adam, 2014. "Case Study: Does Korea Telecom’s (KT) Sustainability Achievements Follow the Ten Steps Approach?," MPRA Paper 63773, University Library of Munich, Germany.
    15. Christopher Groening & Vamsi K. Kanuri, 2018. "Investor Reactions to Concurrent Positive and Negative Stakeholder News," Journal of Business Ethics, Springer, vol. 149(4), pages 833-856, June.
    16. Amal Aouadi & Sylvain Marsat, 2018. "Do ESG Controversies Matter for Firm Value? Evidence from International Data," Journal of Business Ethics, Springer, vol. 151(4), pages 1027-1047, September.
    17. Rafia Afrin & Ni Peng & Frances Bowen, 2022. "The Wealth Effect of Corporate Water Actions: How Past Corporate Responsibility and Irresponsibility Influence Stock Market Reactions," Journal of Business Ethics, Springer, vol. 180(1), pages 105-124, September.
    18. repec:zna:indecs:v:19:y:2021:i:4:p:420-436 is not listed on IDEAS
    19. Leonardo Becchetti & Emanuele Bobbio & Federico Prizia & Lorenzo Semplici, 2022. "Going Deeper into the S of ESG: A Relational Approach to the Definition of Social Responsibility," Sustainability, MDPI, vol. 14(15), pages 1-22, August.
    20. Rajan Varadarajan, 2017. "Innovating for sustainability: a framework for sustainable innovations and a model of sustainable innovations orientation," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 14-36, January.
    21. Palash Deb & Parthiban David & Jonathan O'Brien, 2017. "When is cash good or bad for firm performance?," Strategic Management Journal, Wiley Blackwell, vol. 38(2), pages 436-454, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:16:y:2024:i:23:p:10294-:d:1528602. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.