抵制(Boycott)的行為在國外是屢見不鮮，而國內卻比較少見。近年來，由於網際網路的興起，在國內各大學或是入口網站的討論區逐漸見到消費者發起抵制活動。然而，網際網路連結過去零星而分散的消費者力量，且增進了消費者間的「互動性」以影響進行抵制決策。
本研究即是關注於消費者互動間如何進行抵制決策，而採用「社會兩難」之觀點探討。「社會兩難」乃是群體利益與個體利益產生衝突，亦即加入抵制活動可獲得長期利益和短期個人不抵制可獲得利益衝突。本研究簡化其架構成為「其他參與之期望」和「知覺功效」來代表社會兩難時消費者所受之變數影響，以探討消費者如何進行決策。
另外，在社會兩難的架構下，本研究加入抵制言論的探討，即使用「抵制言論框架」來作為勸說效果之探討。另外，以消費者的人格特質—風險偏好、獨特性需求和規範順從性來瞭解在社會兩難架構下，勸說效果如何影響著消費者進行決策。
本研究之結果如下：
一、 針對抵制意圖如何使用抵制言論：
(一) 強調失敗的抵制言論對抵制意圖之影響較大
(二) 當知覺功效不同時
1. 當知覺功效高時
(1)對獨特性傾向低的消費者應該使用成功抵制框架
(2)對獨特性傾向高的消費者應該使用失敗抵制框架
2. 當知覺功效低時
(1)對獨特性傾向高的消費者應該使用成功抵制框架
(三) 當其他人參與不同程度時
1.當其他人參與高時
(1)若消費者為規範順從性高時，應使用失敗抵制框架
(2)若消費者為規範順從性低時，應使用成功抵制框架
2.當其他人參與低時
(1)若消費者為規範順從性高時，應使用成功抵制框架
(2)若消費者為規範順從性低時，應使用成功抵制框架
二、 針對不同參與程度與知覺功效之探討
(一)當參與程度低時，當群體中個體的知覺功效高時有效或是需要其他人的經驗來支持
(二)當參與程度高，當個體中的知覺功效不高時就有效
三、 針對抵制態度如何使用抵制言論
(一)虛擬社群的文章會使得消費者引起短暫正面情緒時
1. 知覺功效為低時，針針對風險趨避者應使用失敗言論。
(二)虛擬社群的文章會使得消費者引起短暫負面情緒時
1.知覺功效為高時，針對風險趨避者應使用失敗言論；風險愛好者應使用成功言論。
2.知覺功效為低時，針對風險針對風險趨避者應使用成
功言論；風險愛好者應使用失敗言論。

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