文章基本信息

标题：A Pilot Study about the Effect of Mood on Consumer Complaining Behavior
其他标题：Duygu Durumunun Tüketici Şikayet Davranışına Etkisi Hakkında Bir Pilot Çalışma
本地全文：下载
作者：Petek TOSUN ; Selime SEZGİN ; Nimet URAY 等
期刊名称：İşletme Araştırmaları Dergisi
印刷版ISSN：1309-0712
出版年度：2018
卷号：10
期号：2
DOI：10.20491/isarder.2018.448
语种：English
出版社：Isarder
摘要：The purpose of this study is to examine the effect of mood on consumer complaining behavior (CCB) and do the pilot testing of the proposed conceptual framework. The conceptual framework includes perceived brand value,perceived risk,mood,and consumer interaction style constructs,which are,aggressiveness and assertiveness. The data collected by questionnaires as a part of 2x2 between-subjects factorial experimental design,have shown that perceived risk,aggressiveness,and resisting requests for compliance have positive effect on CCB. Consumers who are in a negative mood and perceive high brand value are slightly more likely to complain,but not significant in explaining CCB. Despite the limitations of small sample size (n=118) and a use of categorical treatment of CCB scale,this pilot study reveals that online mood induction with photographs is an acceptable manipulation method;the conceptual model is valid to be re-tested in future studies.
其他摘要：Bu pilot çalışmanın amacı,duygu durumunun tüketici şikâyet davranışı üzerindeki etkisini incelemek ve oluşturulan kavramsal modelin ön testini yapmaktır. Çalışmanın kavramsal modeli,algılanan marka değeri,algılanan risk,duygu durumu ve tüketici etkileşim
关键词：Consumer Complaining Behavior;Mood;Experimental Design;Logistic Regression
其他关键词：Tüketici Şikayet Davranışı;Duygu Durumu;Deneysel Serim;Logistik Regresyon