| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 101 === Boycott is a unsatisfactory behavior, when consumer encounters a displeasure situation and they has a motivation to reject a company they dislike. However, not all consumers will move to boycott even if there was a same unsatisfactory situation. It means that there are still other important factors affecting the boycott decision. According to past research, helping theory in sociology is used to construct boycott participation factors because the cost-benefit model can explain the reason why people take an action or not. In this research, make a difference, self-enhancement, counterarguments, consumer ethnocentrism, consumer empowerment and constrained consumption was presented to observe their impact on decision-making and predicting boycott participation. The purpose of this research is to investigate whether consumers boycott or not when a local brand acted against their expectation. We used convenience sampling collecting data through a internet questionnaire and 223 internet questionnaires were obtained. The research findings reveals that perceived egregiousness positively affect consumers'' boycott decision, and this relationship will moderated by the motivation factors including make a difference, counterarguments and consumer ethnocentric but not self-enhancement, consumer empowerment and constrained consumption. Perceived egregiousness also negatively impacts brand image. However boycott itself doesnot significantly influence brand image.
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