Consumer Boycott Behavior and its Influencing Factors－the Case of Breaking Off eTag Program

• Main Authors: Feng-Yi Chen, 陳鳳儀
• Other Authors: Kuei-Feng Chang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/nd7kha

碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === Corporations create value for customers via the combination of services and products. However, unlike products made by manufacturers, the quality of service could not be fully examined before customers experience it because of indivisibility, one of the natures of service. As a result, no matter how hard corporations endeavor, service failures could not be avoided. Boycott is a powerful, influential tool which consumers could use to fight corporations. With the arising of consumerism awareness, people are more likely to adopt an active attitude to protect their own privileges when facing consumer issues and diputes. Thus, they could express their dissatisfaction and expect corporations to make corrections. Not all service failures will result in consumer boycotts, so this paper will take perceived boycott efficacy, perceived overall participation, perceived severity, service mishap attribution, perceived unfairness, perceived convenience and perceived alternative into consideration, and use the case of the boycott of eTag program to proceed with extensive discussion about the factors affecting boycott intention and boycott behavior. The goals of the research are as follows：(1) Discuss the effects of perceived boycott efficacy and perceived overall participation on boycott intention. (2) In servive failure situation, discuss the effects of perceived severity, attribution of service failure and perceived unfairness on boycott intention. (3) Discuss the effects of perceived convenience and perceived alternative on boycott intention and boycott behavior. The findings are as follows：(1) Perceived boycott efficacy, perceived overall participation, perceived severity and perceived unfairness have significant positive correlations with boycott intention.(2) Perceived convenience has significant negative correlations with boycott intention and boycott behavior.(3) Perceived alternative is significantly positively correlated with boycott intention and boycott behavior.