ABSTRACT

To investigate boycott and buycott as responses to brand activism, this study adopted a 2 (consumer personal stance: consistent vs. inconsistent with the target company) × 2 (magnitude of public support: personal stance congruent with majority vs. minority) × 2 (perceived credibility of public support information: high vs. low) between-subjects experimental design. The experimental findings suggested a moderated moderated mediation effect: Consumers tend to buycott (or boycott) a company when their personal stances on a sociopolitical issue are consistent (or inconsistent) with the company’s, and such effects are mediated by brand attitude and moderated by magnitude of public support and perceived credibility of public support information.

摘要

为了调查抵制和购买抵制对品牌行动主义的反应，本研究采用了2（消费者的个人立场：与目标公司一致或不一致）×2（公众支持的程度：与多数人相对于少数派一致的个人立场）×2（公众支持信息的可信度：受试者之间的实验设计较高或较低）。实验结果表明，中介效应具有适度的调节作用：当消费者在社会政治问题上的个人立场与公司的立场相一致（或不一致）时，消费者倾向于购买（抵制）公司，并且这种效应是通过品牌态度来介导的，并且通过规模来调节公众支持和公众支持信息的可信度。