연결망 분석을 이용한 소비자의 보이콧 참여 동기에 관한 연구

The purpose of this study is to identify the motivational and suppressor factors that influence consumers’ boycott participation. In contrast to previous research, this study used new methodological approaches in the social sciences to understand consumers’ inner thoughts and the reasons behind their boycott decisions. Qualitative data were collected from undergraduate students through multiple interviews. A fictitious boycott message was shown to them; additionally, a record was made of every individual’s decision to participate in the ongoing boycott and the specific reasons behind that decision. The qualitative data thus collected were transformed into electronic inputs and analyzed using the programming language R (version 3.4.4). A three-step approach was employed in this study: (1) a text analysis of the responses submitted by boycott participants and non-participants, (2) a network analysis of their decision-making process, and (3) a clustering of the two groups to identify motivational and suppressor factors. First, the text analysis of the responses submitted by participants and non-participants show meaningful differences between the two groups. Second, the output of the network analysis yields key words that have the potential to influence decisions relating to consumers’ boycott participation. Third, clustering analysis reveals 11 motivational factors and 9 suppresser factors that affect consumers’ boycott decisions. Based on these results, academic discussions and managerial implications for both consumerists and corporations are provided in the Conclusion.