• 디지털융복합연구
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• 제18권4호
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• pp.163-176
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• 2020

기업의 사회적 책임이 강하게 요구됨에 따라 기업의 부당행위에 대한 소비자 불매운동이 증가하고 있다. 불매운동의 합법성에 대해 이견이 있으나, 소비자 권익 및 사회적 측면에서 긍정적인 효과가 크기 때문에 불매운동을 효과적이고 올바른 방향으로 발전시키는 것이 중요하다. 본 연구는 불매운동이 대중화되어 가는 시점에서 불매운동의 지속 및 중단의도에 영향을 미치는 요인과 이들의 영향력을 파악하고자 하였다. 또한 불매운동 참여기간(저/고) 및 강도(저/고)에 따라 선행요인이 불매운동 지속 및 중단의도에 미치는 상대적인 영향을 살펴보았다. 현재 불매운동에 참여 중인 소비자를 대상으로 총 272부의 설문지를 수집하고 분석하였다. 분석 결과, 선행요인은 불매운동 지속 및 중단의도에 차별적인 영향을 미쳤으며, 선행요인은 참여기간 및 강도에 따라 불매운동 지속 및 중단의도에 상이한 영향을 미치는 것으로 나타났다. 본 연구는 연구결과를 바탕으로 시사점과 한계점 및 향후연구방향을 제시하였다.

• Human Ecology Research
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• 제53권2호
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• pp.143-155
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• 2015

This study analyzed domestic consumers' perceptions of and participation in consumer boycotts and its relation to ethical consumerism by surveying 1,000 people aged 20 or more with an on-line questionnaire. Collected data were analyzed in terms of frequency, factor analyses, cluster analysis, ${\chi}^2$, and one-way analysis of variance. The research findings are summarized as follows. First, consumers had an average (or higher) perception level of consumer boycotts and were categorized into consumer boycott groups of pursuit of self-realization, achievement of results, and pursuit of rationality according to perception patterns of consumer boycotts. Second, the consumer boycott group of self-realization exhibited a high intention for participation in economic and ethical consumer boycotts and was active in all aspects compared to other groups; in addition, the consumer boycott group of results achievement was in the lowest level of ethical consumerism with a low intention for participation in consumer boycotts and ethical consumer boycotts along with the lowest perception level for consumer boycotts as ethical consumption. The consumer boycott group of rational pursuit was comparatively skeptical about the influence of consumer boycotts and with a low level of deontological ethical consumerism. They had additional doubts about the effectiveness of consumer boycotts despite being active participants. The study contributes to the establishment of an ethical consumer behavior theory by investigating connections between the perception patterns of and participation in consumer boycotts as well as ethical consumerism as consumer boycotts conceptually expand as a form of ethical consumption.

• 한국콘텐츠학회논문지
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• 제21권12호
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• pp.436-447
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• 2021

일본의 경제보복으로 촉발된 일본제품 불매운동이 대한민국을 뜨겁게 달궜으며, 그 열기가 아직도 가시지 않은 채 현재 진행 중이다. 특히 '공정'을 중요한 가치로 여기는 MZ세대의 적극적 참여가 이번 불매운동의 성공 요인으로 평가받고 있다. 본 연구는 20~30대의 수도권 소재의 대학생 및 일반인 217명을 대상으로 소비자 불매운동 참여의도에 영향을 미치는 요인들을 확인하였다. 연구 결과, 지각된 악의성과 자기효능감, 주관적 규범이 불매운동 참여의도에 정적인 영향을 미치는 것으로 나타났다. 지각된 악의성은 분노를 매개로 불매운동 참여의도에 정적인 영향을 미치고 있었으며, 이러한 전체적인 영향은 소비자들의 온라인 및 SNS 뉴스이용수준에 따라 달라지고 있음을 확인하였다. 본 연구는 소비자 불매운동 참여의도에 미치는 다양한 영향요인을 발견하고 분노라는 정서의 매개작용과 온라인 및 SNS 뉴스이용의 조절적 영향을 종합적으로 검토함으로써 불매운동 현상을 이해하는 데 학문적, 실천적 시사점을 제공하는 데 의의를 두고 있다.

• 한국콘텐츠학회논문지
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• 제22권2호
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• pp.88-106
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• 2022

본 연구는 매스미디어와 소셜미디어 데이터의 텍스트마이닝 분석과 심층면접을 활용하여 소비자불매운동에 대한 사회적 담론을 확인하고 구체적인 소비자경험을 탐색하고자 하였다. 분석결과, 불매운동 관련 온라인 뉴스의 토픽은 불매운동 원인과 불매운동 과정에서 나타난 각 주체들의 대응, 불매운동 효과의 내용을 포괄하는 것으로 나타났다. 심층면접 결과, 참여자들은 자체적으로 정보를 탐색하고 검증을 하며 탈중심화된 불매운동 참여 경험을 가지는 것으로 나타났다. 불매운동 과정에서 대체재 부재, 불매기업의 마케팅 영향으로 인한 혼란스러운 경험과, 불매행동으로 자신의 생각을 표현하고 신념을 강화하는 긍정적 경험이 함께 나타났다.

• 한국정보시스템학회지:정보시스템연구
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• 제25권1호
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• pp.75-104
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• 2016

Purpose The business ecosystem perspective offers a new lens in which to view customers. Customers as the member of business ecosystems influence firms by participating in both the firm level activities and the business ecosystem level activities. For example, customers participate in the business ecosystems by forming interest groups, allowing their voice to be heard the within business ecosystems. Customers can also, turn public opinion around and foster the business ecosystems favorable to firms. On the other hand, as an extreme case of customer participation, customers can engage in community activities to boycott the purchase of products or services from certain firms or business ecosystems. Design/methodology/approach This study views content creation and feedback activities as customer participation in the firm level. On the other hand, word-of-mouth (WOM) and boycott activities are considered as customer participation in the business ecosystem level. This study presents a research model regarding the relationships among customer socialization, customer participation, and psychological ownership. The proposed model is validated through an empirical analysis on online platform business ecosystems. Findings When the two business ecosystems are compared, different results were drawn. In the Facebook ecosystem, boycott and psychological ownership did not have a significant relationship. However, in the Kakao ecosystem, the two had a significant positive relationship. The mediating effect of the business ecosystem type sheds a light on the mission, purpose, vision, and other values associated with the theory of the business on the customer-firm relationship. Further implications for theory and practice were discussed in this study.

• Human Ecology Research
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• 제58권4호
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• pp.517-537
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• 2020

This study investigated how consumers and company employees differ in their perceptions of boycotts based on the co-orientation model. Regarding the reasons of boycotts, consumers take both consumer damage cases and unethical conduct equally seriously, while company employees take consumer damage cases more seriously than unethical conduct. Consumer perceptions of the necessity for boycotts was higher than company employees, while employees were more aware of the negative impact of boycotts than consumers. Based on the co-orientation model, we examined how consumers and employees estimate differences in their perceptions of boycotts. The results showed that consumers and company employees are not accurately aware of each other's perceptions. Lastly, logistic regressions were conducted to identify the factors affecting three types of participation: online opinion expression, personal non-purchasing, and persuading other people to join the boycotts. The results showed that male consumers are more likely to participate in online opinion expression; consumer perceptions of effectiveness of boycotts and the perceived severity of consumer damage increase the likelihood of participation in online opinion expression. Consumer perceptions of the necessity of boycotts and their opinion leadership increased the likelihood of non-purchasing. Finally, consumers with higher opinion leadership and female consumers were more likely to encourage others to take part in boycotts. In addition, consumers are more likely to persuade others to join the boycotts if they have stronger beliefs that companies will not seriously consider consumer problems.

• 유통과학연구
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• 제22권8호
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• pp.125-135
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• 2024

Purpose: This paper aims to reveal similarities and differences in behaviors in negative consumer-brand relationships. Thus, we focused on consumer motivation which includes intensity and direction of behaviors. The motivation for negative customer behavior has been discussed in the context of brand hate, but there is only limited research that has tried to measure it using quantitative methods. We are trying to measure customers' motivation in negative consumer-brand relationships and reveal the relationship between in-field customers' negative behaviors. Research design, data, and methodology: We adopt Reactive-Proactive aggression to measure the motivation of customers' behaviors in a negative consumer-brand relationship. Also, to reveal the relationship between in-field behavior and customer aggression, we survey Korean game communities to reactive-proactive aggression and behaviors, whether they participate, in each observed behavior during the serial negative consumer movements that occurred in the Korean game industry. As a methodology, we run multinomial logistic regression. Results: We observed 9 behaviors in this case, and we found that reactive-proactive aggression is related to participation and motivation of these behaviors. Conclusions: We suggest the potential of reactive-proactive aggression as motivation for customers' complex negative behaviors. Based on this potential, we hope reactive-proactive aggression could be used to reveal similarities and differences in behaviors in negative consumer-brand relationships.

• 유통과학연구
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• 제22권8호
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• pp.137-145
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• 2024

Purpose: This paper aims to reveal similarities and differences in behaviors in negative consumer-brand relationships. Thus, we focused on consumer motivation which includes intensity and direction of behaviors. The motivation for negative customer behavior has been discussed in the context of brand hate, but there is only limited research that has tried to measure it using quantitative methods. We are trying to measure customers' motivation in negative consumer-brand relationships and reveal the relationship between in-field customers' negative behaviors. Research design, data, and methodology: We adopt Reactive-Proactive aggression to measure the motivation of customers' behaviors in a negative consumer-brand relationship. Also, to reveal the relationship between in-field behavior and customer aggression, we survey Korean game communities to reactive-proactive aggression and behaviors, whether they participate, in each observed behavior during the serial negative consumer movements that occurred in the Korean game industry. As a methodology, we run multinomial logistic regression. Results: We observed 9 behaviors in this case, and we found that reactive-proactive aggression is related to participation and motivation of these behaviors. Conclusions: We suggest the potential of reactive-proactive aggression as motivation for customers' complex negative behaviors. Based on this potential, we hope reactive-proactive aggression could be used to reveal similarities and differences in behaviors in negative consumer-brand relationships.