促进积极主动的助人行为:积极心理资本和情绪自我控制的作用

IF 2.7 Q2 BUSINESS
Estelle van Tonder, Daniel J. Petzer, Sam Fullerton
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引用次数: 0

摘要

目的:顾客的主动帮助行为(包括个人主动行动)可能是帮助其他顾客避免有害品牌的有效解决方案。因此,本研究旨在提出一个模型,解释积极心理资本(自我效能感和乐观情绪)对顾客主动帮助行为的影响。本研究还进一步阐明了情绪自控在建议模型中的调节作用。本研究从南非的 256 名受访者那里收集了调查数据,这些受访者报告了他们对主动帮助行为的看法以及他们在多大程度上参与了主动帮助行为,以帮助其他顾客避开有害品牌。研究结果一般自我效能感和社会乐观主义会影响顾客的主动帮助行为。情绪自我控制通过社会乐观主义调节了一般自我效能感对顾客主动帮助行为的间接影响。研究局限性/意义本研究深入探讨了代表积极心理状态的因素和消极情绪自我控制之间的相互作用,以及这些因素对涉及个人主动性的顾客主动帮助行为的影响。在实践中,这项研究对社会上那些致力于推广负责任购买行为的社会工作者也很有帮助。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Promoting proactive helping behaviour: the role of positive psychological capital and emotional self-control

Purpose

Customers’ proactive helping behaviours involving personal initiative taking may present an effective solution for assisting other customers in avoiding harmful brands. Accordingly, this study aims to propose a model explaining the role of positive psychological capital (self-efficacy and optimism) in influencing customers’ proactive helping behaviours involving personal initiative taking. The study additionally provides greater clarity regarding the moderating effect of emotional self-control within the suggested model.

Design/methodology/approach

Survey data were collected from 256 respondents in South Africa, who reported on their perceptions and the degree to which they engage in proactive helping behaviours to assist other customers in avoiding harmful brands. Hypotheses were tested using regression analysis.

Findings

General self-efficacy and social optimism influence customers’ proactive helping behaviours. Emotional self-control moderates the indirect effect of general self-efficacy on customers’ proactive helping behaviours through social optimism.

Research limitations/implications

Greater insight is obtained into the interplay between factors representing a positive psychological state and self-control of negative emotions and these factors’ effect on customers’ proactive helping behaviours involving personal initiative taking.

Originality/value

The research extends knowledge of proactive helping behaviours involving personal initiative taking to assist other customers in avoiding harmful brands and subsequently provides a baseline for further research in this regards. Practically, the research is useful to social agents of society concerned with promoting responsible purchasing practices.

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来源期刊
Journal of Consumer Marketing
Journal of Consumer Marketing Business, Management and Accounting-Business and International Management
CiteScore
5.00
自引率
7.10%
发文量
68
期刊介绍: ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide
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