The impact of feedback on consumer’s emotional state in post purchase context: exploring moderating factors

IF 3.4 Q2 MANAGEMENT
Nadia Sfar
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引用次数: 0

Abstract

Purpose

Emphasizing the increasing need for social presence in interpersonal interactions and the irreplaceable aspects of face-to-face communications, this study aims to explore the emotional impact of interpersonal influence on consumers after purchase. As individuals respond differently to others’ feedback (positive and negative/verbal and nonverbal), the author investigates potential moderating factors of the impact of feedback on consumer’s emotions in a postpurchase context.

Design/methodology/approach

A qualitative study was conducted using the method of semistructured individual interviews to collect data. The author selected a heterogeneous group of 30 consumers belonging to two categories: 13 adults (including seven women and six men) and 17 adolescents (including eight girls and nine boys). The author took into account this type of sampling in the selection of respondents, as investigating the influence of the respondent’s gender is one of the research objectives.

Findings

The thematic content analysis method released a set of propositions the author suggests for future validation: five moderating factors the author established from the literature review (strength of social ties, level of expertise, type of the product and consumer’s age and gender), while four factors sprang from the collected data (consumer’s level of conviction, repetition of the feedback, the feedback’s argumentation and its level of discretion).

Research limitations/implications

The subjectivity of the interviewees’ personal descriptions of their felt internal states affects the accuracy of their responses. In addition, the psychological aspect of the study provoked reluctance and discretion from some respondents. Further research studies could target these limitations to study each identified moderating factor separately and search for the secondary variables that tend to be linked to these factors (e.g. the expertise level is linked to personality variables, such as the perceived level of self-confidence). Furthermore, subsequent studies can go beyond the affective impact of feedback and investigate the behavioral aspect (repurchase intentions).

Practical implications

This study is of great importance in providing more explanations for the reasons why consumers repurchase or abandon a product. The importance of the emotional power of others’ feedback suggests that, when positioning their offers, marketers must ensure that their product has a strong chance of acceptance by consumer’s significant other. In addition, companies must argue their offers, allowing consumers to increase their knowledge about the product. Moreover, interpersonal cues and expertise level are more important competences to find in employees. Who is more than a vendor, for example, to be perceived as having a high level of expertise in his field?

Social implications

This study stresses the importance of face-to-face interpersonal interaction in a time when social lives are submerged by social media and virtual communications. The findings suggest that offline social power still matters, and its impact is relative to multiple factors that count for consumers. Face-to-face interaction has been viewed as the most efficient way to satisfy individuals’ social needs for connectedness.

Originality/value

This paper provides new insights into the impact of offline interpersonal verbal and nonverbal feedbacks. The feedback-affect process within consumers was explored, and the postpurchase context was precisely emphasized.

购买后反馈对消费者情绪状态的影响:探索调节因素
目的本研究强调人际交往中日益增长的社会存在需求以及面对面交流的不可替代性,旨在探讨购买后人际影响对消费者情绪的影响。由于个体对他人反馈(积极和消极/言语和非言语)的反应不同,作者调查了在购买后背景下反馈对消费者情绪影响的潜在调节因素。作者选择了一个由 30 名消费者组成的异质群体,分为两类:13 名成年人(包括 7 名女性和 6 名男性)和 17 名青少年(包括 8 名女孩和 9 名男孩)。作者在选择受访者时考虑到了这种抽样类型,因为调查受访者性别的影响是研究目标之一。研究结果专题内容分析法提出了一系列命题,供作者今后验证:作者从文献综述中确定了五个调节因素(社会关系的强弱、专业知识水平、产品类型以及消费者的年龄和性别),而四个因素则来自收集到的数据(消费者的信念水平、反馈的重复性、反馈的论证及其自由裁量程度)。此外,研究的心理层面也引起了一些受访者的不情愿和谨慎。进一步的研究可以针对这些局限性,分别研究每个已确定的调节因素,并寻找往往与这些因素相关联的次要变量(例如,专业知识水平与人格变量相关联,如感知到的自信水平)。此外,后续研究可以超越反馈的情感影响,调查行为方面(再购意向)。他人反馈的情感力量的重要性表明,营销人员在进行产品定位时,必须确保他们的产品有很大机会被消费者的另一半接受。此外,企业还必须论证自己的提议,让消费者增加对产品的了解。此外,人际暗示和专业知识水平也是员工需要具备的重要能力。例如,谁比供应商更能被视为在其领域具有高水平的专业知识呢?研究结果表明,线下社交力量仍然重要,其影响与消费者所考虑的多种因素相关。面对面的互动一直被视为满足个人社会联系需求的最有效方式。本文探讨了消费者内部的反馈影响过程,并准确强调了购买后的背景。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
6.00
自引率
7.70%
发文量
21
期刊介绍: The International Journal of Quality and Service Sciences seeks to explore various aspects of quality and services as closely interrelated phenomena in the context of ongoing transformation processes of organizations and societies. Thus the journals'' scope is not limited to micro perspectives of organizational and management related issues. It seeks further to explore patterns, behaviors, processes, mechanisms, principles and consequences related to quality and services in a broad range of organizational and social/global processes. These processes embrace cultural, economic, social, environmental and even global dimensions in order to better understand the past, to better diagnose the current situations and hence to design better the future. The journal seeks to embrace a holistic view of quality and service sector management and explicitly promotes the emerging field of ‘quality and service sciences’.The journal is an open forum and one of the main channels for communication of multi- and inter- disciplinary research and practices.
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