왜 참여하고 불참하는가?: 토픽 모델링 기반 소비자의 보이콧 참여 및 불참 동기요인 도출 연구

The purpose of this study is to derive motivating factors for consumers’ boycott decisionmaking, and a new approach was attempted by mixing quantitative and qualitative studies in the process of identifying variables that influence the boycott decision-making. The main research content is to identify motivating factors that can influence consumers’ boycott decision-making. To achieve the research purpose, a survey of opinions on the development of boycotts was conducted on consumers, and an analysis of the reasons for the boycott decision was conducted. For data collection, an open opinion survey was conducted on a total of 264 people, including college students and office workers, using an online platform. For the collected data, a total of 20 factors were derived: 10 factors participating in boycotts and 10 factors not participating by extracting topics about the respondents’ opinions through LDA(Latent Dirichilet Allocation)-based topic modeling. Based on the analysis results, academic discussions and practical implications were presented in the conclusion of the paper, and limitations identified in the research process and directions for future research were discussed.