일본 브랜드에 대한 국내 대학생 집단의 보이콧(boycott) 행동에 관한 연구 = A study on the boycott behavior of Korean college students toward Japanese brands

다국어 초록 (Multilingual Abstract)

This study was attempted to identify the influence relationships between various variables that can affect the attitude and participation intention to boycott Japanese brands among the domestic MZ generation, mainly Korean college students. We attempted to examine the impact of five influential variables - political orientation, intrinsic consumer animosity, induced consumer animosity, comprehensive national pride, and ethnocentrism - on attitudes toward and participation intention in the Japanese brand boycott movement. As a result of the study, the ethnocentrism variable was found to be the most influential significant variable in boycott attitude and participation intention, and induced consumer animosity and inherent consumer animosity were also found to be significant influential variables. On the other hand, political orientation and comprehensive national pride variables were found to have no significant influence.