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ISSN : 1229-8778
With the information sharing and teaching among black consumers becoming a recent social issue, its importance is emphasized but there have been little studies discussing the cause and influencing factors of co-offending behavior by black consumers. Therefore, the objective of this study is to examine the relationship between black consumption characteristics and co-offending behavior for general consumers who have experience in black consumption behavior, and define the roles of the individual and social-learning factors that influence black consumption in becoming co-offending behavior. In order to verify the hypothesis by the research model, moderated regression analysis was carried out, and a summary of the hypothesis verification results are as follows. First, upon verifying hypothesis 1, it was found that black consumption characteristics had significant impact on the intent of co-offending behavior. It reveals that consumers with higher repetitiveness, insistence, deception, and excessiveness have higher likeliness to engage in co-offending behavior. Upon verifying hypotheses 2 and 3 that the influence of black consumer characteristics on co-offending behavior attempts would be different depending on differential reinforcement and differential association, which are social learning factors, it was found that both differential reinforcement and differential association had significant moderating effects. Lastly, the moderating effects of self-control and self-justification, which are personal propensity factors expected to have an impact on consumer’s co-offending behavior, were verified. Upon analysis, it was found that the moderating effect of self-justification were only significant. Therefore, this study is significant in that it found the relationship between black consumption characteristics and co-offending behavior, and revealed the personal and social learning factors expected to have an effect on co-offending behavior through the black consumption behavior. Likewise, it would be necessary to conduct studies on co-offending behavior of consumers for the consumer studies and marketing sectors, and contributes to establishing response plans and strategies for corporations and the entire society.
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