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

• 발행기관: 위기관리 이론과 실천
• 저자명: Eugene Song Hyun Jung Yoo
• 간행물 정보: 『한국위기관리논집』Crisisonomy Vol.17 No.4, 27~42쪽, 전체 16쪽
• 주제분류: 사회과학 > 행정학
• 파일형태: PDF
• 발행일자: 2021.04.30

영문 초록

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.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Background and Hypothesis Development

Ⅲ. Materials and Methods

Ⅳ. Results

Ⅴ. Discussion

Ⅵ. Conclusion

키워드

COVID-19 social support social trust optimism consumer buycot