台灣消費者抵制行為之研究 —以台商親中言論衍生之抵制為例

本研究以台商發表親中言論而衍生的抵制為主題，主要研究對象為台灣消費者，並輔以台商觀點探討抵制行為。本研究針對台灣消費者與台商進行網路調查，共計完成台灣消費者309份以及台商61份有效樣本。在消費者的研究方面，由迴歸分析發現，消費者感知台商發表親中言論的惡劣程度、對中國大陸的仇視感、對兩岸關係的政治態度、工具性以及非工具性動機，分別對抵制親中台商行為具有顯著的影響，而且抵制也會造成企業整體形象的受損；在台商的研究方面，調查發現多數台商較看重中國大陸市場，而且認為大陸消費者的抵制威脅比台灣消費者大，所以必要時也會發表親中言論，但目前有事先規畫因應抵制策略者並不多。此外，本研究以變異數分析找出傾向抵制親中台商的消費者輪廓，以及可能遭受抵制的商品，並提出降低消費者抵制意圖與感知企業惡劣、凸顯抵制的正當性不足、積極發展品牌、提升企業社會形象、主動偵測網路輿情與關注社會或政治議題等策略，藉此讓企業做好風險管。

關鍵字

消費者抵制；感知企業惡劣；消費者仇視；國族認同

並列摘要

The subject of this study is the boycott derived from the pro-Chinese remarks made by Taiwanese businessmen working on the mainland China, this study conducted an online survey of Taiwanese consumers and Taiwanese businessmen, and completed 309 valid samples of Taiwanese consumers and 61 valid samples of Taiwanese businessmen. From the consumer respondents, by regression analysis, the study found that consumers perceived egregiousness of Pro-China statements made by Taiwanese businessmen, consumer animosity towards mainland China, political attitude towards cross-Strait relations, some instrumental motivations and non-instrumental motives, respectively, have a significant impact on the boycott of pro-China businessmen, and boycott will also cause damage to the overall image of enterprises. In the research of Taiwanese businessmen, the survey found that most Taiwanese businessmen believe that the mainland market is more important than the Taiwan market and the threat of resistance from mainland consumers is greater than that of Taiwanese consumers. Therefore, if necessary, these Taiwanese businessmen will make pro-China remarks as well, but there are not many Taiwanese businessmen who have planned in advance to counter the Taiwanese consumers boycott. Additionally, According to ANOVA analysis, this study identified the profile of the boycotters and goods that may be boycotted, and proposed how to reduce consumer boycott intentions and perceived egregiousness, for example, highlight the lack of legitimacy of the boycott, actively develop brand strategy, enhance the corporate social image, actively detect network public opinion and pay attention to social issues or political issues, so that enterprises do a good job of risk management.

並列關鍵字

Consumer Boycott ； Perceived Egregiousness ； Consumer Animosity ； National Identity

參考文獻

一、中文部分

Google Scholar

王怡棻（譯）（2019年2月26日）。管理政治風險四大能力（原作者：Condoleezza Rice and Amy Zegart）。哈佛商業評論全球繁體中文版，2019年3月號。2020年9月29日，取自https://www.hbrtaiwan.com/article_content_AR0008701.html。