Consumer Cognizance on Social Responsibility of Online Platform Monopolists: Case of Baedarui-Minjok

The purpose of this study is to investigate whether the success factors and social responsibility activities of online platform monopolies affect consumer’s behavior intentions to use. Monopoly is an important factor for business. On offline platforms, latecomers were unable to participate in offline platform competition due to barriers to entry by monopolies that dominate the market. On the other hand, many companies are participating in the online platform competition because online platforms have low barriers to entry and can monopolize by obtaining many consumers. As the platform competition continues, the controlling abuse of the platform of a single monopolistic company with long monopoly power has become an issue for regulators. Nevertheless, the monopoly"s platform is maintained because of the expected utility of consumers. The expected is the overall quality and social responsibility of the platform, and we believe that this assessment extends to brand image and usage behavior intentions. Therefore, in this paper, we build up a study model with corporate social responsibility and e-commerce success factors as influence variables to empirically identify brand images and behavior intention to use for the platform of consumers" monopolies. To prove the research model, we validate the hypothesis through online survey data with users of Baedarui-Minjok, which has recently been mentioned as an exclusive platform in Korea. We used to SmartPLS 3.3.3 for data analysis. As a result, the study has shown that corporate social responsibility and e-commerce success factors significantly affect brand image and behavior intentions to use. We hope that the results of study will help us to set an improvement direction to maintain existing consumers and attract new consumers to online platform monopolies.