소비자의 공감수준과 지각된 참여율이 보이콧 참여 의도에 미치는 영향: 사건 강도의 조절효과 = The Effects of Consumers' Empathic Responses and Expected Participation of Others on Their Boycott Decision: Moderating Role of the Severity of Negative Events

다국어 초록 (Multilingual Abstract)

The purpose of this study is to understand consumers’ boycott decision making process and to extend literature on boycott behavior by examining the factors that influence on consumers’ boycott participation decision, and identifying the relationship between the factors. First, the effects of consumers’ empathic responses high or low) to the victim of a target company generated incident and consumers’ perceived overall expected participation of others in a boycott on their likelihood of boycott participation were demonstrated. Second, the interaction of the two variables on consumers’ likelihood of boycott was also identified. Third, the moderating role of the severity of incidents was also exploratively examined. The data were collected from undergraduate students(N = 321) at a large city university in and ANOVAs were employed to determine the relationships between the variables. The results show that the main effects of both of consumers’ perceived empathic level and overall expected participation on their likelihood of boycott participation were significant. Further, the interaction effect of consumers’ perceived empathic level and overall expected participation on their likelihood of boycott was also significant. On the other hand, the moderating role of the severity of incidents was found to be significant in the effect of consumers’ perceived empathic level on their likelihood of boycott participation. However, there was no significant moderating effect in the effect of consumers’ perceived overall expected participation on their likelihood of boycott participation. Detailed academic discussions that extend the consumers’ boycott decision making process and managerial implications for practices based on the results of this study are provided in the conclusion section.

국문 초록 (Abstract)

본 연구의 목적은 소비자들의 보이콧 의사결정에 영향을 미치는 변수들을 확인하고 이들 변수들 간의 관계를 검증하는 실증적 연구를 통해 소비자의 보이콧행동을 이해하기 위한 학문적 영역을 넓히고 실무적 시사점을 제공하는 것이다. 이를 위해, 특정 기업이 일으킨 사건으로 인해 피해를 입는 소비자가 발생하였을 때 이를 인지한 다른 소비자들이 가지는 공감의 수준과 향후 보이콧에 참여할 것으로 예상하는 인원의 규모가 보이콧 참여결정에 미치는 영향력을 확인함과 동시에 두 변수 간의 상호작용효과를 검증하였다. 또한, 기업이 유발하는 사건의 강도에 따른 조절효과 역시 규명되었다. 본 연구에서는 시나리오를 이용하는 설문조사를 통해 대학생 총321명을 대상으로 자료를 수집하였으며 연구가설 검증을 위해 분산분석을 실시하였다. 분석결과, 소비자의 공감 수준과 예상하는 참여 인원의 규모가 보이콧 참여의도에 미치는 주효과들과 상호작용효과 모두 유의한 것으로 화인되었다. 그리고 사건 강도의 조절효과와 관련하여, 소비자의 공감 수준이 보이콧 참여의도에 미치는 영향력은 사건 강도에 따른 조절효과가 발생하였지만 예상하는 참여 인원의 규모가 보이콧 참여의도에 미치는 영향력에서는 사건 강도의 조절효과가 나타나지 않았다. 이와 같은 연구결과를 토대로 본 연구의 결론 부분에서는 소비자의 보이콧행동을 이해하기 위한 학문적 논의를 제안하고 보이콧의 잠재적 위험에 노출되어 있는 기업 그리고 보이콧을 실행하는 주체를 위한 실무적 시사점을 제공하고 있다.

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