网络购物中消极情绪与行为意向的传导机制--基于压力应对与沉思理论整合视角

The Transmission Mechanism of Negative Emotion and Behavior Intention in Online Shopping: Based on Stress-and-coping and Rumination Theory

以往研究都认为后悔与愤怒等消极情绪会导致消极行为意向,但却鲜有学者剖析前者影响后者的内在机制。笔者关注后悔与愤怒这两种典型的消极情绪,综合压力应对理论与沉思理论,构建网络购物中后悔、愤怒与行为意向的传导机制模型;采用问卷调查法,收集435份有效样本,使用结构方程模型分析法,对理论模型进行统计检验。研究发现:消费者越后悔,越会进行积极与表达应对,而不会进行回避应对;消费者越愤怒,越会进行表达与回避应对,而不会进行积极应对;表达与回避应对既会增加侵入沉思,又会增加反省深思,但积极应对只会增加反省深思;无论是侵入沉思,还是反省深思,都会提高负面口碑相传与转换意向。本研究率先提出并验证顾客沉思包括侵入沉思和反省深思,并进一步对比揭示后悔和愤怒依次通过应对策略与顾客沉思作用于行为意向的差异化机制,对消费者调节后悔与愤怒以及网商优化服务补救均有重要的借鉴意义。

Previous studies show that regret and anger and other negative emotions can lead to negative behavior intention, but seldom scholars analyze the mechanism of action of the former affects the latter. This paper focus on two typical negative emotions, regret and anger. Based on stress-and-coping theory and rumina- tion theory, we build the transmission mechanism of regret, anger and behavior intention in online shop- ping. Using the retrospective questionnaire survey, we collect 435 valid samples and design statistical test by using structural equation model analysis. The research results show： the deeper consumer regrets, the more she takes active and expressive coping strategies, but not avoidance coping strategies; the more anger consumer is, the more she takes expressive and a^oidance coping strategies, but not active coping strategies; expressive and avoidance coping strategies both increase intrusive and reflection rumination, but avoidance coping strategies only increase reflection rumination; whether is intrusive rumination or reflection rumination, can improve nega- tive word of mouth and switching intention. This paper firstly puts forward and confirms that customer rumination includes intrusive rumination and reflection rumination, and then relatively analyzes the different mechanism of regret and anger influencing behavior intention by coping strategies and customer rumination. So, it is important for consumers to adjust regret and anger and online merchants optimizing service recovery.