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dc.contributorHsin-You Chuoen_US
dc.contributor.authorWen-Yu Huangen_US
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dc.description.abstractThis study aims to examine influencing factors of consumer boycott participation as enterprise's egregiousness occurs, and how these factors affect the relationship between the egregiousness and boycott participation level. A sample consisting of 334 consumers who have ever purchased milk is obtained through a purposive sampling procedure by online survey. The survey collects consumers' attitudes toward the boycott against Ting Hsin International Group for selling recycled waste oil. Principal component analysis is used to examine respondents' boycott motivations and then hierarchical regression analysis is subsequently performed to reveal the relationships between the influencing factors and respondents' boycott participation. The results show that enterprise's egregiousness has a significant positive influence on boycott participation level. It means sample members who perceive the firm's actions to be more egregious are more likely to boycott. 'counterarguments' has a significant negative influence on boycott participation level. The more respondents engage in counterarguments, the less likely they will boycott. Besides, 'individuation' has a significant positive influence on boycott participation level. The more respondents engage in individuation, the more likely they will boycott. In terms of moderating effect, the more respondents engage in counterarguments, the positive relationship between the egregiousness and boycott participation level will be more weakened. Based on the results, academic implications and managerial applications are further discussed.en_US
dc.description.tableofcontents第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究問題 3 第貳章 文獻回顧 4 第一節 消費者抵制的文獻 4 第二節 知覺企業不當行為 7 第三節 抵制參與動機 8 第參章 研究方法 11 第一節 研究假設 11 第二節 研究架構 12 第三節 研究設計 13 第四節 資料分析方法 15 第肆章 資料分析結果 16 第一節 樣本敘述與人口統計變數敘述統計 16 第二節 性別 17 第三節 年齡 17 第四節 個人平均月收入 18 第五節 其他 18 第六節 問項敘述性統計 19 第七節 題項信度分析 20 第八節 主成分分析 21 第九節 研究架構 24 第十節 研究假設驗證 26 第伍章 研究結論與建議 29 第一節 研究結果 29 第二節 研究結論 30 第三節 管理意涵 32 第四節 研究限制 33 第四節 未來研究 34 參考文獻 35 附錄- 問卷 40zh_TW
dc.subjectConsumer boycotten_US
dc.subjectboycott participation motivationen_US
dc.titleA Study of Factors Influence Consumer Boycott Participation.en_US
dc.typeThesis and Dissertationen_US
item.openairetypeThesis and Dissertation-
item.fulltextwith fulltext-
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