소비자 역할인식과 경제적 적개심이 불매운동 참여의도에 미치는 영향: 불매운동에 대한 심리적 지각의 매개효과

초록

[Purpose] This study aims to identify the factors influencing consumers’ participation intentions in boycotts, focusing on product defects and CEO risk incidents. Through this, the research seeks to contribute to a deeper understanding of the complexity of consumer behavior. [Methodology] This study uses the Theory of Planned Behavior and Social Identity Theory to explain consumers’ psychological and behavioral responses, deriving seven hypotheses. A survey based on real corporate crisis cases and structural equation modeling (SEM) were used to verify causal relationships between variables and compare consumer behaviors regarding product defects and CEO risk incidents. [Findings] Consumer role recognition and economic animosity positively impacted perceived severity, increasing consumer efficacy and the intention to participate in boycotts. In contrast, consumer helplessness had no significant effect. Comparing product defects and CEO risk, role recognition strengthened perceived severity and promoted boycott participation. [Implications] The findings of this study provide valuable insights into understanding the psychological mechanisms of consumer behavior and can offer practical assistance in crisis management and the establishment of consumer relationship strategies for companies. This study also contributes to expanding the theoretical framework of consumer boycott research by addressing limitations of existing literature.

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