지각된 위험이 불매운동 참여의도를 형성하는 매커니즘: 위기대응평가를 통한 브랜드 신뢰도와 도덕적 의무감의 매개효과

This study aims to empirically examine the psychological mechanism through which consumers’ perceived risk following a data breach leads to boycott participation, using the Coupang data leakage incident as a case. A structural model was developed incorporating perceived risk, crisis response evaluation, brand trust, moral obligation, and boycott participation intention. Survey data were collected from Coupang users and analyzed using structural equation modeling. The results indicate that perceived risk negatively affects consumers’ evaluation of the firm’s crisis response while positively influencing moral obligation, whereas its direct effect on brand trust is not significant. Crisis response evaluation positively influences brand trust and negatively affects moral obligation. With respect to boycott participation intention, brand trust serves as an inhibiting factor, whereas moral obligation emerges as the most powerful motivating factor. Bootstrap-based mediation analysis further reveals that moral obligation significantly mediates the relationship between perceived risk and boycott participation intention, while the indirect effect through brand trust is limited. These findings suggest that consumers’ boycott participation in data breach crises is driven more strongly by normative and moral judgments than by rational trust-based evaluations. This study contributes to the literature by extending crisis management and boycott research through the integration of moral obligation as a key explanatory mechanism, and offers practical implications for platform firms in designing effective crisis response strategies following data breaches.