후쿠시마 오염수 방류 사건에 대한 한·중 소비자의 일본제품 불매운동 참여 의도에 관한 연구

This study analyzed the factors influencing Korean and Chinese consumers' intention to participate in boycotts of Japanese products following the Fukushima wastewater discharge incident, as well as the moderating effect of consumer helplessness in these relationships. Key influencing factors were proposed as consumer role perception and historical animosity toward Japan, with the perceived severity of the incident set as a mediating variable. The data were collected through an online survey conducted over three months after the Fukushima wastewater discharge incident, with final analyses based on 228 responses from Korean consumers and 214 from Chinese consumers. The analysis revealed that Korean consumers' perceptions of consumer roles and historical animosity both positively influenced their perception of the incident's severity. In contrast, Chinese consumers showed that while consumer role perception significantly influenced their perception of the incident's severity, historical animosity did not have a statistically significant effect. Additionally, the moderating effect of consumer helplessness on the relationship between perceived severity and participation intention, as well as between historical animosity and participation intention, differed between Korean and Chinese consumers. This study contributes to consumer behavior research and practical strategy development by providing a detailed analysis of behavioral differences between Korean and Chinese consumers, reflecting cultural factors. In particular, the roles of historical animosity, consumer role perception, and consumer helplessness can serve as critical criteria for designing public campaigns, policymaking, and corporate strategies.