• Journal of Digital Convergence
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• v.18 no.4
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• pp.163-176
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• 2020

The strong demand for corporate social responsibility has led to growing consumer boycotts of corporate misconduct. Although there are differences over the legality of the boycott, it is important to develop the boycott in an effective and correct way because of its positive effects in terms of consumer rights and society. This study identified the factors and their influences on the intention of continuing and stopping boycotts when the boycott was becoming popular. In addition, in accordance with the duration(low/high) and intensity(low/high) of consumer boycott participation, the relative influence of antecedent factors on the continuous and discontinuous intention of boycotts was examined. A total of 272 questionnaires were collected from consumers currently participating in the boycott and analyzed. The analysis showed that the preceding factors had discriminatory effects on the intention of continuing and stopping the boycott, and the effects of the preceding factors on the intention of continuing and stopping the boycott were different depending on the duration and intensity of the boycott. Based on the research results, this study suggested implications, limitations, and future research directions.