Human Ecology Research

The Korean Home Economics Association (대한가정학회)
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The Difference in Consumers' and Company Employees' Perceptions of Consumer Boycotts and Analysis of the Factors Affecting Boycott Participation

소비자불매운동에 대한 소비자와 기업 근로자 간의 인식 차이 및 불매운동 참여 영향요인 분석

  • Hong, Ji Hyung (Research Institute for Human Life Sciences, Sungkyunkwan University) ;
  • Hwang, Hyesun (Dept. of Consumer Science, Convergence for Social Innovation, College of Social Sciences, Sungkyunkwan University)
  • 홍지형 (성균관대학교 생활과학연구소) ;
  • 황혜선 (성균관대학교 사회과학대학 소비자학과 / 소셜이노베이션융합전공)
  • Received : 2019.08.25
  • Accepted : 2020.09.14
  • Published : 2020.11.30
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Abstract

This study investigated how consumers and company employees differ in their perceptions of boycotts based on the co-orientation model. Regarding the reasons of boycotts, consumers take both consumer damage cases and unethical conduct equally seriously, while company employees take consumer damage cases more seriously than unethical conduct. Consumer perceptions of the necessity for boycotts was higher than company employees, while employees were more aware of the negative impact of boycotts than consumers. Based on the co-orientation model, we examined how consumers and employees estimate differences in their perceptions of boycotts. The results showed that consumers and company employees are not accurately aware of each other's perceptions. Lastly, logistic regressions were conducted to identify the factors affecting three types of participation: online opinion expression, personal non-purchasing, and persuading other people to join the boycotts. The results showed that male consumers are more likely to participate in online opinion expression; consumer perceptions of effectiveness of boycotts and the perceived severity of consumer damage increase the likelihood of participation in online opinion expression. Consumer perceptions of the necessity of boycotts and their opinion leadership increased the likelihood of non-purchasing. Finally, consumers with higher opinion leadership and female consumers were more likely to encourage others to take part in boycotts. In addition, consumers are more likely to persuade others to join the boycotts if they have stronger beliefs that companies will not seriously consider consumer problems.

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References

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