소비자의 성향이 블랙컨슈머행동과 기업 신뢰도에 미치는 영향 연구

The Effects of Consumers’ Disposition on Dysfunctional Consumer Behavior and their Corporate Trust

The purpose of this study was to analyze the effects of consumer disposition on dysfunctional consumer behavior and corporate trust via structural equation modeling. To this end, an online survey was carried out by a professional marketing research firm with the respondents from Seoul/Gyeonggi-do region. A total of 300 responses were inputted for statistical analysis. Findings revealed that materialism increases inferiority feelings. Moreover, perfectionism and inferiority feelings were found to increase aggression. Inferiority feelings showed no significant effect on dysfunctional consumer behavior while aggression was found to increase dysfunctional consumer behavior. In addition, dysfunctional consumer behavior has no significant effect on corporate trust. Overall, materialism and perfectionism were found to increase, through inferiority feelings and aggression, dysfunctional consumer behavior. Contrary to ordinary expectations, dysfunctional consumer behavior did not decrease consumers’ corporate trust. Based on these results, conceptual and managerial implications were discussed.