Ethnocultural empathy and electronic word-of-mouth trust: shaping consumer boycott intention

Soong, Ru Yee (2024) Ethnocultural empathy and electronic word-of-mouth trust: shaping consumer boycott intention. Master dissertation/thesis, UTAR.

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Abstract

The purpose of this research is to investigate the extent to which attitudes, subjective norms, and perceived behavioural control (independent variables) influence the intention to boycott (dependent variable) in light of the conflict between Israel and Palestine, while also being moderated by ethnocultural empathy and electronic word of mouth trust (moderating variables). The research design that was chosen for this research was quantitative research since the findings can be generalised. There were 300 respondents that participated in this research. Data was collected from the respondent through the use of a questionnaire that was rated on a Likert scale with five points, and the reliability of the questionnaire was found to be high. For the purpose of putting the hypothesis of the research to the test, the Pearson correlation coefficient was utilised. In addition to that, Multiple Regression analysis is utilised in order to investigate the connection between the independent variables and the dependent variable. In addition, multiple regression analysis is also utilised in order to investigate whether or not the relationship between independent variables with the dependent variable is moderated by ethnocultural empathy and eWOM trust. The findings of this research includes establishing that there is a significant relationship between attitude and perceived behavioural controls and boycott intentions. It is also found that eWOM trust and ethnocultural empathy has a moderating effect on the relationship between perceived behavioural control and boycott intentions. Following the conclusion of this research, a summary of the statistical analyses, a discussion of the most important findings, a discussion of the consequences of the research, limitations, and recommendations for further research were presented.

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