기업의 부당행위에 대한 소비자의 반응과 불매운동 의사결정에 관한 연구

This study empirically analyzes the impact of different types of corporate misconduct on consumers’ emotional responses and attitudes, exploring how these emotions and attitudes influence consumers' intentions to participate in boycotts. Corporate misconduct is classified into moral and functional misconduct. The study examines the effects of consumers’ feelings of anger, hostility toward companies, and consumer efficacy on their intention to engage in boycotts. Data were collected through surveys, and relationships between variables were analyzed using t-tests and structural equation modeling (SEM). The results indicate that moral misconduct elicits stronger feelings of anger compared to functional misconduct. Furthermore, anger indirectly influences boycott intentions through hostility toward the company. Additionally, consumer efficacy has a positive effect on boycott intentions and reinforces the relationship between anger and boycott intentions. This study highlights that consumers’ emotional responses and efficacy can enhance their intention to participate in boycotts. Consequently, companies should not only respond to misconduct in an ethical and timely manner but also prioritize managing relationships with consumers. Moreover, the findings suggest that companies should develop management strategies that consider consumers’ emotional demands and social responsibilities.