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

Simple item page
dc.contributor.authorLiang, Chih-Chin
dc.contributor.authorShiau, Wenlung
dc.date.accessioned2023-12-26T18:43:56Z
dc.date.available2023-12-26T18:43:56Z
dc.date.issued2024-01-03
dc.identifier.doihttps://doi.org/10.24251/HICSS.2024.531
dc.identifier.isbn978-0-9981331-7-1
dc.identifier.othera3297c68-ab3b-40a4-ac01-874755140e74
dc.identifier.urihttps://hdl.handle.net/10125/106915
dc.language.isoeng
dc.relation.ispartofProceedings of the 57th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectElectronic Marketing
dc.subjectbrand image
dc.subjectconsumer resistance
dc.subjectonline comments
dc.subjectpurchasing behavior
dc.subjectresistance intention
dc.titleUnderstanding the Impact of Emotional Comments and Image on Resistance Intention and Participation: A Study of Taiwanese Consumers' Buying
dc.typeConference Paper
dc.type.dcmiText
dcterms.abstractConsumer 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.
dcterms.extent9 pages
prism.startingpage4413

Files

Original bundle

Now showing 1 - 1 of 1
Thumbnail Image
Name:
0435.pdf
Size:
441.87 KB
Format:
Adobe Portable Document Format
Download

Collections

Electronic Marketing