The Research On Customers’ Boycotts Behavior Based On Negative Publicity

In recent years, consumer boycott frequently appeared in the world, There are many consumers to boycott occurred in China. Professor Ettenson (2005) reported, no company can avoid resist. Consumers to boycott the negative reports are always with some company. Boycott behavior will cause many negative effects, to the enterprise it may lead to decline in market share and stock price. His boycott behavior may also lead to, staff morale in recession, consumer confidence in the long-term decline.Academics have negative marketing events are defined, it will boycott a detailed definition. Individual boycott is more of a collective action, can be seen as a social dilemma situation whether choice behavior under co- decision. Large environmental background of this paper is based on social dilemmas do. About past negative events and consumer boycotts marketing research focus is different, but this article focuses on the negative marketing is about the incident, we have studied the elimination of consumers are willing to participate in boycotts, what his motives are, by the What factors influence. In this paper, we study the effects of BRQ, personal factors such as consumers’PVO and SE can resist the wishes of consumers have any effect. Through empirical study, we found that the wishes of the consumer boycott has a direct negative relationship between the individual and the brand relationship quality BRQ. In addition, it went on to consumers to boycott an indirect impact through PE this variable. The individual’s willingness PVO and consumer boycott is not related to evil. However, it is a consumer boycott of indirect negative impact on the PE play. Consumers SE is the willingness of consumers to resist a direct positive relationship.