닫기

- 위기관리 이론과 실천 로그인 화면입니다. -

닫기

HOME 통합검색 사이트맵

Article Search

HOME  •  Crisisonomy  •  Article Search

Crisis and Emergency Management: Thory and Praxis; CEM-TP

eISSN : 2466-1201 / pISSN : 2466-1198

한국위기관리논집 [Crisisonomy], Vol.17 no.4 (2021)
pp.27~42

DOI : 10.14251/crisisonomy.2021.17.4.27

- Factor Influencing Korean Consumers’ Buycott Participation in the Context of COVID-19 -

Eugene Song

(Department of Consumer Science, Chungbuk National University)

Hyun Jung Yoo

(Department of Consumer Science, Chungbuk National University)

COVID-19 is causing huge economic and social damage worldwide. This study identifies factors that affect Korean consumers’ intent to participate in a specific consumer movement aimed at mitigating the economic impacts of the pandemic. An online survey was conducted with 620 adult consumers in Korea over eight days from May 18-25, 2020. The data were analyzed via structural equation modeling using the following factors: social support, social trust, optimism about overcoming the crisis, buycott participation motivation, and buycott participation intent. The results show that social support and social trust have a positive effect on the participation intent for buycotting through optimism about overcoming the crisis. Additionally, reciprocity and self-esteem motives increase buycott participation motivation. People who have been financially impacted by COVID-19 should be supported, and we remain optimistic about overcoming the crisis. We also need to encourage reciprocity and self-esteem motives though public advertising.

다운로드 리스트