소비자의 안전상향 지불의도와 리콜기업 신뢰도가 리콜참여의도에 미치는 영향에 대한 소비자역량의 조절효과

This study aims to identify the reasons why recall participation is not great despite high consumer interest and the need to enhance safety and generate improvement plans. It tests the moderating effects of consumer competency on product recall participation based on the influence of consumer payment intention to enhance safety and consumer confidence in the company recalling the product. We used 6,523 survey responses from the “2017 Consumer markets evaluation indicators in Korea” and the “2017 Consumption Life Indicators in Korea.” Moderated regression analysis was performed on health foods, clothing, mobile phones, furniture, automobiles, and over-the-counter (OTC) medicines. On product recall participation, consumer payment intention to enhance safety had negative impact and consumer confidence in the company recalling the product had positive impact in every items. The adverse effect of consumer payment intention was weakened by the positive impact of consumer competency concerning this intention. However, the positive effect of consumer confidence was strengthened by the positive impact of consumer competency. The study provided useful suggestions on how to strengthen consumer competency to increase consumers’ product recall intention given the recall items and the type of consumer competency involved.