온라인 사회적 자본이 국제 정치적 소비에 미치는 영향

초록

Purpose: This study aims to determine the preceding factors affecting international political consumerism and investigate the effect of online social capital on international political consumerism, which has not been studied previously. Mainly, it aims to understand consumption behavior at the reward level through intentional purchase and punishment through intentional boycott. Composition/Logic: The effect of each variable on the dependent variable is investigated. International political consumerism, a dependent variable, comprised a categorical nominal scale, and other variables were composed of a 7-point Likert scale. Accordingly, hypotheses are verified using multiple regression analysis, logistic regression analysis, and SPSS Macro No. 4, 14. Findings: It was found that citizen participation is partially mediated when the bridging social capital, a component of online social capital, affects buycott as a political consumerism. However, when bonding social capital affects buycott political consumerism, the citizen participation intention has a complete mediating effect. The results of measuring the moderated mediating effect are as follows. When online social capital indirectly influences political consumerism(buycott) by mediating citizen participation intention, self-esteem positively(+) controls the mediating effect by facilitating citizen participation intention and political consumerism(buycott). Originality/Value: The need for study on political consumerism has been steadily raised by overseas scholars, Nevertheless, studies on domestic political consumerism are very insufficient. This study expands the study of motivational factors affecting political consumerism behavior and is expected to supplement domestic studies. Mainly, it is valuable in understanding the relationship between concepts in public administration and sociology and consumption behavior in business administration.

키워드