블랙컨슈머의 공모행동에 관한 유형화와 이에 따른 차별적 행동 반응에 관한 연구

This study empirically investigated into the multidimensional structure of co-offending behavior. Also, this study focused on identifying the differential influence of consumer responses based on the types of co-offending behavior, and verified the moderating effect of personal characteristics. The results of the research can be summarized as follows. In the first stage, in-depth interview was carried out based on phenomenological method to examine the various types of consumers' co-offending behavior. As a result, co-offending behavior can be divided into four types of implicit-monetary demand, interdependent-monetary demand, implicit-nonmonetary seeking, and interdependent-nonmonetary seeking depending on the interdependency and motivation. In the second stage, an experiment was conducted to verify the differential influence of consumer responses based on the types of co-offending behavior, and verified the moderating effect of perceived behavioral control and anticipated guilt. As a result, implicit-nonmonetary seeking and interdependent-nonmonetary seeking consumers showed higher continuous co-offending intention and information sharing intention compared with implicit-monetary demand and interdependent-monetary demand consumers. Upon verifying the moderating effect of perceived behavioral control and anticipated guilt, it was found that the moderating effect of perceived behavioral control depending on types of co-offending behavior is significant, and the moderating effect of anticipated guilt is significant. Specifically, it was found that when perceived behavioral control was lower, the difference in continuous co-offending intention and information sharing intention of implicit-monetary demand and implicit-nonmonetary seeking consumers was higher. Also, when anticipated guilt was higher, the difference of continuous co-offending intention and information sharing intention of implicit-monetary demand and implicit-nonmonetary seeking consumers was higher. Similarly, when anticipated guilt was higher, the difference of continuous co-offending intention and information sharing intention of interdependent-monetary demand and interdependent-nonmonetary seeking consumers was higher. Based on these results, the study provided valuable theoretical and managerial implications and directions for future research.