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온라인 보이콧 행동에서 감정이입의 역할: 소비자의 감성적 접근방법을 중심으로

The Role of Empathy in Online Boycotting : Focused on Consumer’s Affective Approach

주영혁|이한석
한국소비문화학회|2011.06|소비문화연구 (Journal of Consumption Culture)|제14권 제2호|pp. 25-43|DOI 10.17053/jcc.2011.14.2.002

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참고문헌

키워드

Negative Emotion감정이입Empathy부정적정서Boycott ParticipationBoycott WOM보이콧참여보이콧 구전

초록

Consumers are becoming more aware and concerned about socially responsible consumption. Boycotting and boycotting related behaviors are intriguing forms of consumer behavior. But some questions remain as to which factors are associated with socially responsible consumer behavior such as boycotts. Even though boycotts through the internet are increasingly important for management decision making, there has been little research of an individual consumer’s emotional motivation in the online environment. Based on empathy theory, this study investigates the mediation role of empathy in negative emotions empathy-boycott behavior chain. The results of this study are as follows. First, empathy is found to be a mediator in negative emotion-boycott behavior relationship. Second, anger and tension are the important negative emotions on empathy and perspective taking and personal distress have significant effect on boycott behaviors (boycott participation and boycott WOM). Additionally, our research explains theoretical and practical implication to firs and suggests some future research directions.

Abstract

Consumers are becoming more aware and concerned about socially responsible consumption. Boycotting and boycotting related behaviors are intriguing forms of consumer behavior. But some questions remain as to which factors are associated with socially responsible consumer behavior such as boycotts. Even though boycotts through the internet are increasingly important for management decision making, there has been little research of an individual consumer’s emotional motivation in the online environment. Based on empathy theory, this study investigates the mediation role of empathy in negative emotions empathy-boycott behavior chain. The results of this study are as follows. First, empathy is found to be a mediator in negative emotion-boycott behavior relationship. Second, anger and tension are the important negative emotions on empathy and perspective taking and personal distress have significant effect on boycott behaviors (boycott participation and boycott WOM). Additionally, our research explains theoretical and practical implication to firs and suggests some future research directions.

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