{"title":"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？","authors":"Upasana Seth, Harmeen Soch","doi":"10.1108/jpbm-03-2023-4386","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Practical implications</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>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.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":"100 1","pages":""},"PeriodicalIF":5.2000,"publicationDate":"2024-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Coping mechanism beyond brand forgiveness: do individual personality traits matter among online shoppers?\",\"authors\":\"Upasana Seth, Harmeen Soch\",\"doi\":\"10.1108/jpbm-03-2023-4386\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>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.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>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.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>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.</p><!--/ Abstract__block -->\\n<h3>Practical implications</h3>\\n<p>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.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>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.</p><!--/ Abstract__block -->\",\"PeriodicalId\":48172,\"journal\":{\"name\":\"Journal of Product and Brand Management\",\"volume\":\"100 1\",\"pages\":\"\"},\"PeriodicalIF\":5.2000,\"publicationDate\":\"2024-05-31\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Product and Brand Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/jpbm-03-2023-4386\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Product and Brand Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jpbm-03-2023-4386","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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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