Understanding the Impact of Emotional Comments and Image on Resistance Intention and Participation: A Study of Taiwanese Consumers' Buying

Abstract

Consumer resistance behavior is becoming increasingly prevalent in the age of social media, and this study aims to investigate the influence of emotional comments on such behavior and its underlying mechanisms. To achieve this objective, an eye-tracking experiment was conducted, with online comments from actual users on a popular social media platform used as stimuli. The findings indicate that both positive and negative emotional comments are associated with resistance intention and resistance participation, which, in turn, affect consumers' purchasing behavior. Product image was found to be linked to resistance intention, whereas brand image had little impact. Participants' liking or disliking of a comment description may serve as a basis for their behavior. The study underscores the importance of prompt action by managers in addressing inappropriate behaviors in the face of resistance movements. They can accomplish this by highlighting the specific differences between the product before and after improvement and targeting young potential resistance groups to receive the brand's message before they join the resistance movement.