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소비자 불매운동 신념이 불매운동 참여에 미치는 영향에 관한 연구- 자기조절성향의 조절된 매개효과 검증 -

A Study on the Causal Relationships among Consumers’ Belief and Behavior on the Consumer Boycotts - focused on the Moderated Mediating Effect regarding Self-regulation

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참고문헌

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초록

본 연구는 조절된 매개효과모형을 적용하여 소비자의 불매운동 신념과 참여행동 간에 자기조절성향과 불매운동 태도가 어떠한 영향을 미치는가를 살펴보았다. 연구결과, 불매운동 신념이 커지면 불매운동 태도가 증가하고, 불매운동 태도가 증가하면 불매운동 참여를 증가시키는데, 이러한 매개효과는 자기조절성향의 크기가 커질수록 더욱 크게 나타났다. 본 연구는 소비자 불매운동에 관한 소비자행동이론을 실증적으로 검증하고, 조절된 매개효과분석을 통해 소비자학 분야의 다양한 연구방법을 적용한 것에 의의가 있다

Abstract

This study examined the moderated mediating effects of consumer attitude toward boycott through self-regulation on the relationship between belief and behavior regarding consumer boycotts. A survey was conducted with 332 university students, and the data was analyzed using SPSS 21.0 and SPSS Macro. The results were as follows: First, a mediating role of consumer attitude regarding the relationship between consumers’ belief and behavior on the consumer boycotts was found from a test of mediation with regression analysis. Second, the interaction effect analysis verified the statistically significant influence of consumer belief interacting with self-regulation on consumer attitude toward boycott. Third, the moderating effect of self-regulation on the relationship between consumers’ belief and attitude on the consumer boycotts(the moderated mediating effects) was statistically significant. These results contribute academically to explaining consumer boycotting through applying mediated moderating effect, and can also be used a research methodology in the field of Consumer Science.

참고문헌 (45)

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