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The Effect of Situational Perceptions and Anger on a Consumer's Communication Activeness

웹사이트에서 상황적 지각과 감정의 역할이 소비자의 적극적 커뮤니케이션 활동에 미치는 영향

  • Cho, Seung-Ho (Dept. of Global Commerce, Soongsil University) ;
  • Cho, Sang-Hoon (Dept. of Statistic & Actuarial Science, Soongsil University)
  • Received : 2012.08.23
  • Accepted : 2012.09.30
  • Published : 2012.10.31

Abstract

In this study, we consider the integration of cognitive components and emotion to account for communication behaviors and activism on a consumer advocacy website. The challenge of integrating situational theory and anger activism model was empirically explored utilizing an online survey with the members of the virtual community, which was designed to raise issues and to protest against the product defects of a product. Our findings indicated that along with the cognitive perception in the situational theory, anger as a negative emotion was the most significant predictor strongly associated with communication behaviors and activism on the organization. More interestingly, the model that integrates anger with cognitive components significantly improves its explanatory power compared with one including only cognitive components as explanatory variables.