정치적 소비자운동에 영향을 미치는 예측요인 연구 = O₁-S-O₂-R 모델의 적용

다국어 초록 (Multilingual Abstract)

Scholars have argued that political consumerism as a new form of political participation. Realizing a fact that the discussion on the political consumerism has been increased, this study intends to explore antecedent factors affecting political consumerism. Applying O₁-S-O₂-R model, this study tries to understand the relationship of political consumerism with dispositional factors, communication variables, and consumption orientations using data collected from national internet survey conducted in Korea during the 18th National Assembly election campaign period. The results show that environmental concerns and perception on advertising parentalism are influential factors on political consumerism with statistical significance. Varied implications based on the results of this study are discussed.

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