• The Journal of the Korea Contents Association
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• v.15 no.7
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• pp.379-388
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• 2015

Due to misbehavior of blackconsumer, companies bear higher financial burden and innocent consumers are also damaged. This study identified the characteristics of blackconsumer and their differences by demographics. Also this study scrutinizes the effects of blackconsumer characteristics on retaliation intention and self-justification. The analyses results identified three factors composing blackconsumer, namely deliberation, recidivism and persistency. Ages of 50s and 40s showed higher in persistency and 40s and 30s are higher in recidivism. Also the results showed that deliberation has a significant influence on self-justification where as recidivism and persistency have on both retaliation intention and self-justification.