Abstract
This research explores consumer response against tourism corporate irresponsibility. Through empirical surveys with adult consumers, this study demonstrates how consumers' negative moral emotional responses to corporate infractions instigate, in combination with other-regarding virtues, protest behavior toward the corporation. The collected data were analyzed with SPSS 18.0 program to examine the route model fit and confirmatory factor analysis. The mediation, moderation effect and the moderated mediation effect analysis were verified with PROCESS Macro program. At each stage the significance test was carried out by using bootstrapping method. The results of this study are as follows. First, the mediation effect of contempt was significant in the pathway from corporate social transgression to protest behaviors. Second, contempt on protest behaviors was moderated by other-regarding virtues. Third, the moderated mediation effect of contempt by other-regarding virtues was significant between corporate social transgression and protest behaviors. The results provide scholars and managers with the means of understanding consumers' reactions to tourism corporate irresponsibility.
Published Version
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