超越品牌宽恕的应对机制:个人性格特征在网购者中重要吗?

IF 5.2 2区 管理学 Q1 BUSINESS Journal of Product and Brand Management Pub Date : 2024-05-31 DOI:10.1108/jpbm-03-2023-4386
Upasana Seth, Harmeen Soch
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引用次数: 0

摘要

目的 本研究旨在通过考察与消费者相关的先决条件,尤其是消费者的个性特征,在引发品牌憎恨情绪方面的关系,为消费者与品牌互动的阴暗面做出贡献。此外,还考虑了品牌仇恨与品牌宽恕之间的联系,以及个性特征的调节作用。研究调查了品牌宽恕对消费者应对行为的影响,尤其是对印度电子商务购物网站/应用程序上的品牌转换(逃离)和负面口碑(打击)的影响。设计/方法/方法通过结构化问卷调查和非概率目的性抽样方法,从 438 名曾经历过针对特定购物网站或应用程序的品牌仇恨的在线购物者那里获得了数据。使用 SmartPLS 4 软件的偏最小二乘法(PLS)结构方程模型对假设进行了统计检验。研究结果首先,研究结果表明,宜人性、外向性和神经质对品牌仇恨有显著影响。其次,研究结果表明,人格特质,尤其是大五人格模型中的外向性和自觉性,在调节品牌憎恶与品牌宽恕之间的关系方面发挥了重要作用。第三,研究还揭示了在电子商务平台背景下,品牌宽恕在减轻网络口碑和品牌转换的不良后果方面的重要意义。实践意义通过适当的积极互动手段和了解消费者的个性,在听到和处理消费者的担忧时,采取投诉管理流程和及时解决等实际步骤,可以帮助品牌管理者赢得消费者的宽恕,减少消费者对电子商务网站/应用程序的品牌憎恶。原创性/价值根据作者的理解,本研究首次在服务背景下将品牌仇恨、品牌宽恕和应对策略纳入模型,并与消费者人格特质产生交互效应。
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Coping mechanism beyond brand forgiveness: do individual personality traits matter among online shoppers?

Purpose

This study aims to contribute to the darker side of consumer–brand interactions by examining the relationship between consumer-related antecedents, particularly consumer personality traits, in triggering brand-hate emotions. Additionally, the link between brand hate and brand forgiveness was also taken into account, as well as the moderating impact of personality attributes. The impact of brand forgiveness on consumer coping behavior was investigated, particularly for brand switching (flight) and negative word-of-mouth (NWOM) (fight) on Indian e-commerce shopping websites/apps.

Design/methodology/approach

Using a structured questionnaire survey and a nonprobability purposive sampling approach, data were obtained from 438 online shoppers who had experienced hate directed at a particular shopping website or app. The hypotheses were tested statistically using partial least squares (PLS) structural equation modeling with SmartPLS 4 software.

Findings

First, the findings demonstrate that agreeableness, extraversion and neuroticism significantly affected brand hate. Second, the results indicate that personality traits, particularly extraversion and conscientiousness from the Big-Five model, play a substantial role in moderating the relationship between brand hate and brand forgiveness. Third, the study also reveals the significance of brand forgiveness in mitigating the adverse consequences of NWOM and brand switching in the context of e-commerce platforms.

Practical implications

Practical steps such as complaint-management processes and prompt resolutions through an appropriate means of active interaction and understanding the consumer’s personality when their concerns are heard and handled can help brand managers earn customers’ forgiveness and reduce brand hate toward e-commerce websites/apps.

Originality/value

Based on the authors’ understanding, this study is the initial one to incorporate brand hate, brand forgiveness and coping strategies into the model in a service context with the interaction effect of consumer personality traits.

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来源期刊
CiteScore
10.90
自引率
19.60%
发文量
59
期刊介绍: Branding has evolved and organizations are facing a lot of new challenges when managing their brand reputations, an activity that has become strategic and interdisciplinary. The Journal of Product and Brand Management (JPBM) advances the theoretical and managerial knowledge of products and brands. Manuscripts may either report results based on rigorously analysed qualitative/quantitative data or be purely conceptual. All manuscripts must offer significant research findings and insights and offer meaningful implications for the real world. This journal is proudly international and inter-disciplinary. We publish manuscripts which compare international markets and encourage submissions approaching branding and product management from any discipline. We focus on all aspects of branding and product management from development to dilution. This includes areas as broad as person, place or political brands.
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