20대의 '가치투자': 정보 획득 수당과 ESG가 플랫폼 기업 브랜드 인식과 주식투자 의도에 미치는 영향

초록

The purpose of this study is to examine how the perception of platform companies (Naver, Kakao, Coupang) among domestic college students in their 20s, whose interest in stock investment has increased since COVID-19, influences their perception of corporate brand assets and stock investment intentions. The perception of platform companies was considered in terms of the perceived importance of communication means for obtaining investment information (word of mouth, traditional media, online media) and the perception of financial and non-financial factors, ESG (environment, social, governance). A convenience sampling survey was conducted on a total of 503 college students in their 20s in Korea. As a result of the study, it was found that Naver's online, financial awareness, and non-financial awareness (social and governance factors) factors, Kakao's online and financial awareness factors, and Coupang's online and financial awareness factors had a statistically significant impact on the brand assets of platform companies. In the case of stock investment intention, Naver's online and financial awareness factors, Kakao's word of mouth, online, and traditional communication awareness factors and financial awareness factor showed a positive causal relationship, and among non-financial awareness factors, only governance structure showed a negative causal relationship. In Coupang, online and financial awareness factors showed a positive causal relationship, and like Naver, only governance structure among non-financial awareness factors showed a negative causal relationship.

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