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The Korean Society for Journalism & Communication Studies (KSJCS)
[ Article ]
Korean Journal of Journalism & Communication Studies - Vol. 68, No. 1, pp.38-77
ISSN: 2586-7369 (Online)
Print publication date 29 Feb 2024
Received 30 Nov 2023 Accepted 24 Jan 2024 Revised 29 Jan 2024
DOI: https://doi.org/10.20879/kjjcs.2024.68.1.002

CSA 인식에 따른 공중의 보이콧과 바이콧 : 기업-개인 입장 일치도와 기업-이슈 적합도를 중심으로

송다은* ; 윤영민**
*고려대학교 일반대학원 미디어학과 박사수료 daeun.song.1110@gmail.com
**고려대학교 미디어학부 교수 ymyoon@korea.ac.kr
Public Boycott and Buycott Based on CSA Perception : Focus on Congruence of Individual and Company Opinions and Perceived Company-Cause Fit
Da Eun Song* ; Youngmin Yoon**
*Ph.D. Candidate, School of Media and Communication, Korea University daeun.song.1110@gmail.com
**Professor, School of Media and Communication, Korea University, corresponding author ymyoon@korea.ac.kr

초록

본 연구는 정치, 사회적으로 논란이 될 수 있는 이슈에 대해 입장을 밝히는 기업의 CSA 활동이 확대되는 가운데 이에 대한 공중의 반응에 영향을 미칠 수 있는 요인에 대해 알아보고자 했다. 구체적으로, CSA 이슈에 대한 기업-개인 입장 일치도와 기업-이슈 적합도가 기업에 대한 개인의 보이콧 의도와 바이콧 의도에 미치는 영향을 확인하고자 했다. 보이콧과 바이콧은 정치적 소비 활동으로 공중이 자신의 가치관을 바탕으로 행하는 다양한 형태의 정치, 사회적 참여 활동이며 여기에는 소비 행동만 국한되는 것이 아니라 청원 운동이나 캠페인과 같은 커뮤니케이션 행동을 포함한다. 추가적으로 기업-개인 입장 일치도 및 기업-이슈 적합도가 보이콧 의도와 바이콧 의도에 미치는 영향을 이슈 관여도와 조직-공중 관계성이 조절하는지 알아보았다. 이를 위해 성인 남녀 350명을 대상으로 설문 조사를 실시했다. 설문에서 제시한 CSA 이슈는 ‘여성 지지’ 이슈였고 대상 기업은 미국의 스포츠용품 브랜드인 ‘나이키’였다. 연구 결과, 기업-개인 입장 일치도는 기업에 대한 보이콧 의도에는 유의미한 영향을 보이지 않았지만 바이콧 의도에는 긍정적인 영향을 보였다. 그리고 기업-이슈 적합도가 높을수록 기업에 대한 보이콧 의도는 낮아지고 바이콧 의도는 높아지는 것을 확인했다. 다음으로 기업-개인 입장 일치도와 보이콧 의도의 관계, 기업-이슈 적합도와 보이콧 의도의 관계를 조직-공중 관계성이 모두 유의미하게 조절하는 것으로 나타났다. 구체적으로 개인이 기업의 CSA 메시지에 동의하지 않는 입장이더라도 기업과 높은 조직-공중 관계성을 가지고 있다면 낮은 보이콧 의도를 보였다. 또한 기업의 가치관과 CSA 활동 사이에 적합도가 높다고 개인이 인식할 때 감소하는 보이콧 의도가 기업에 대한 조직-공중 관계성이 높을수록 더 큰 폭으로 감소했다. 하지만 조직-공중 관계성이 기업-개인 입장 일치도와 바이콧 의도, 기업-이슈 적합도와 바이콧 의도의 관계에 대한 유의미한 조절 효과를 보이지는 않았다. 그리고 기업-개인 입장 일치도와 보이콧 의도의 관계, 기업-개인 입장 일치도와 바이콧 의도의 관계, 기업-이슈 적합도와 보이콧 의도의 관계, 기업-이슈 적합도와 바이콧 의도의 관계를 개인의 이슈 관여도가 조절하는 결과는 나타나지 않았다.

Abstract

This study aimed to explore factors that could influence public reactions to corporate social advocacy (CSA) activities that take a stance on issues that may be politically or socially controversial. Specifically, the study examined the impact of the congruence between the positions of the company and individuals on a particular issue, as well as the alignment between individuals' expected values of the company and the values contained in the company's CSA activities, on individual’s intentions to boycott and buycott the company. Boycotts and buycotts are political consumer actions in which the public engages in various types of political and social activism based on their beliefs. This includes not only consumer behavior but also communication actions such as petitions or campaigns. Additionally, the study sought to determine the moderation effects of the level of an individual’s issue involvement and organization-public relationship on the relationship between the congruence of an individual and company’s positions on the specific issue, perceived company-cause fit, and boycott and buycott intentions. A survey was conducted with 350 adult participants, and the chosen issue for the survey was ‘female empowerment’, with the selected company being the U.S. sports brand ‘Nike’. The study’s results confirmed that an increase in congruence between individual and company positions on the female empowerment issue corresponded to an increase in individuals' intentions to buycott the company. However, there was no statistically significant impact of congruence between individual and company positions on the issue of boycott intentions. Additionally, a higher perceived company-cause fit, which represents the alignment between the values the public expects from the company and the values demonstrated by the firm's CSA actions, resulted in lower boycott intentions and higher buycott intentions for the company. Furthermore, the study revealed that the organization-public relationship significantly moderated the relationships between the congruence of individual and company positions on issue and boycott intentions, as well as between perceived company-cause fit and boycott intentions. Individuals who disagreed with the company's CSA message but maintained a strong organization-public relationship demonstrated reduced boycott intentions. Moreover, the decrease in boycott intentions when individuals' expected values from the company and the company's CSA activities aligned was more pronounced when the organization-public relationship was high. However, no significant moderating effects were found in the relationship between organization-public relationship and company-individual opinion congruence and buycott intention, as well as in the relationship between perceived company-cause fit and buycott intention. The findings revealed that issue involvement has no influence on the relationship between company-individual opinion congruence and boycott intention, company-individual opinion congruence and buycott intention, perceived company-cause fit and boycott intention, and perceived company-cause fit and buycott intention.

Keywords:

Corporate Social Advocacy, Congruence of Individual and Company Opinions, Perceived Company-Cause fit, Boycott, Organization-Public Relationship

키워드:

기업-개인 입장 일치도, 기업-이슈 적합도, 보이콧, 조직-공중 관계성

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