Business Commons^™

소비자 혼란이 분노를 통해 구전, 신뢰에 미치는 영향, Sun Jung Moon, Bo Hyeon Kang, Soo Hyung Lee

Asia Marketing Journal

Companies are competing each other, and as the competitions became higher, consumer`s information processing for purchase became more complicated. Consumer confusion problem is getting more serious, but there are still not much considerations on this problem. The purpose of this study is to find out that the consumer confusion can causes consumer`s negative emotion(anger). This research studied the mediation effect of negative emotion on the relationship between consumer confusion, which was classified into three categories, and two consequences, word-of-mouth and trust. And also it concentrates on moderating effects of negative affectivity and intolerance of uncertainty in the relationship between consumer …