Buycott or Boycott? 기업의 사회적 책임활동(CSR)이 스포츠 소비자 불매운동 동기 및 참여에 미치는 영향

Purpose: The objective of this investigation is to validate the correlation between individuals’ motivation for engaging in boycotts and the various social responsibility initiatives undertaken by corporations, while also analyzing their impact on the purchasing behavior of consumers participating in boycotts. Method: This study used the SPSS 24.0 program to analyze a valid sample of 225 individuals collected through an online survey. A frequency analysis was conducted, and an exploratory factor analysis (EFA) was performed to confirm the loading of factors. Furthermore, a correlation analysis was conducted to verify the correlation between factors, and structural equation modeling (SEM) was performed to verify the differences according to each group. Results: The results of this study are as follows. First, the intrinsic motivation for participating in the boycott movement was found to have no significant relationship with social responsibility activities. Second, the extrinsic motivation for participating in the boycott movement was found to have a positive (+) influence on social responsibility activities in general (economic, legal, ethical, and charitable). Third, among social responsibility activities, charitable responsibility was found to have a positive (+) influence on purchase intention, while economic, legal, and ethical responsibility activities did not show a significant influence on purchase intention. Conclusion: In summary, consumers who participated in boycotts with intrinsic motivation found that the effects of various forms of corporate social responsibility activities were not significant. Therefore, it is essential to reduce the psychological identification phenomenon that can trigger intrinsic motivation. Given that domestic sentiment may lead to future boycotts of Japanese products, the involved companies should proactively engage in the relevant social responsibility activities. These corporate strategies can help mitigate the harm to Korean citizens residing in Korea and employed in related sectors.