소비자의 역할인식과 불매운동 참여의도 간의 관계 연구: 기업의 비윤리적 사건유형과 심각성을 중심으로

This study confirms the relationship between consumers' role awareness, perceived severity of unethical incidents of a specific company, and intention to participate in a boycott. Consumers’ role awareness was classified into rational role, social role, and participatory role, and the relationship between the perceived severity of the boycott-inducing event and the perceived intention to participate in the boycott was confirmed. For unethical corporate incidents, actual incidents that occurred were used. First, the single case was the sexual harassment of the CEO secretary of Company H, and the complex case was the product defect of Company G and the forced retirement of a married woman. The case type was determined based on the relationship between the perceived severity of these cases and the intention to participate in the boycott. The adjustment effect was confirmed. As a result of the analysis, it was found that all sub-factors of consumer role awareness influenced the perceived severity of the boycott-inducing event and intention to participate in the boycott. In particular, among the sub-factors of consumer role awareness, participatory role awareness was found to have the greatest impact on perceived severity. Additionally, It was confirmed that in the case of a complex incident rather than a single incident, the perceived severity had a greater impact on non-purchase intention for the company or product and intention to participate in public opinion boycott. Based on these research results, the conclusion of this study proposes an academic discussion to understand consumer boycotts and provides practical implications for companies exposed to the potential risk of consumer boycotts and those carrying out boycotts.