지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2024.8
- 수록면
- 125 - 135 (11page)
- DOI
- 10.15722/jds.22.08.202408.125
이용수
초록· 키워드
오류제보하기
Purpose: This paper aims to reveal similarities and differences in behaviors in negative consumer-brand relationships. Thus, we focused on consumer motivation which includes intensity and direction of behaviors. The motivation for negative customer behavior has been discussed in the context of brand hate, but there is only limited research that has tried to measure it using quantitative methods. We are trying to measure customers' motivation in negative consumer-brand relationships and reveal the relationship between in-field customers’ negative behaviors. Research design, data, and methodology: We adopt Reactive-Proactive aggression to measure the motivation of customers' behaviors in a negative consumer-brand relationship. Also, to reveal the relationship between in-field behavior and customer aggression, we survey Korean game communities to reactive-proactive aggression and behaviors, whether they participate, in each observed behavior during the serial negative consumer movements that occurred in the Korean game industry. As a methodology, we run multinomial logistic regression. Results: We observed 9 behaviors in this case, and we found that reactive-proactive aggression is related to participation and motivation of these behaviors. Conclusions: We suggest the potential of reactive-proactive aggression as motivation for customers' complex negative behaviors. Based on this potential, we hope reactive-proactive aggression could be used to reveal similarities and differences in behaviors in negative consumer-brand relationships.
목차
등록된 정보가 없습니다.
참고문헌 (0)
참고문헌 신청함께 읽어보면 좋을 논문
논문 유사도에 따라 DBpia 가 추천하는 논문입니다. 함께 보면 좋을 연관 논문을 확인해보세요!
-
Impact of Justice and Information Sharing on Logistics Performance in Supply Chain
유통과학연구
2024 .08
-
A Study on Consumer Buying Behavior from the perspective of Evolutionary Biology
유통경영학회지
2018 .02
-
Do Brand Love and Brand Knowledge Matter? Impact on Brand Relationship and Extra-Role Behavior
Culinary Science & Hospitality Research
2022 .07
-
청소년의 반응적 공격성과 또래괴롭힘 가해동조행동 간의 관계: 가해동조행동에 대한 개인 및 학급의 부정적 신념의 조절효과
아동학회지
2023 .05
-
스타벅스 브랜드 개성이 소비자 만족과 소비자 웰빙에 미치는 영향 : 브랜드 지식과 소비자-브랜드 관계의 매개효과를 중심으로
대한경영학회지
2016 .06
-
The Effects of Brand Experience on the Perceived Value of Customers in China and Korea
The Journals of Economics, Marketing & Management
2021 .01
-
Shift of Vietnamese Consumer E-purchasing Behavior During and After Covid-19 Pandemic
유통과학연구
2024 .01
-
Understanding Demand for Domestic and Imported Organic Food Using Consumers’ Behaviors and Perceptions of Health, Product Attributes, and Labeling
농업경영.정책연구
2024 .03
-
Exploring the Impact of Negative Brand Experiences on Consumer Emotions and Behavior
ASIA MARKETING JOURNAL
2025 .04
-
The effect of foreign language brand on consumers’ perception: Focused on Chinese consumers
한국무역학회 국제학술대회
2023 .07
-
Distributing Goods and Information Flow: Factors Influencing Online Purchasing Behavior of Indonesian Consumers
유통과학연구
2021 .01
-
고객과 고객 간의 상호작용이 고객가치창출행동에 미치는 영향에 대한 연구
경영과 정보연구
2018 .01
-
소비자의 온라인 리뷰 행동: 디지털 그림자노동 관점의 혼합방법론 적용
인터넷전자상거래연구
2024 .06
-
The Effects of Experience and Brand Relationship to Brand Satisfaction, Trust and Loyalty Shopping Distribution of Consumer Philips Lighting Product in Indonesia
유통과학연구
2021 .01
-
Global Changing of Consumer Behavior to Retail Distribution due to Pandemic of COVID-19: A Systematic Review
유통과학연구
2021 .11
-
Mediating Role of Consumer Satisfaction on the Relationship between Consumer-based Brand Equity and Brand Loyalty
마케팅관리연구
2018 .07
-
소비자의 브랜드 애착행동: 제품변형행동을 중심으로
소비자학연구
2016 .01
-
Examining the Impact of Co-branding Service Failures on Consumer Evaluations
ASIA MARKETING JOURNAL
2017 .10
-
서비스 실패 상황에서 고객관계 품질, 고객 파워, 브랜드 명성이 불만행동에 미치는 영향
유통과학연구
2016 .01
-
서비스 산업에서 고객시민행동의 영향 요인에 대한 연구 : 경제적, 정서적 동기를 중심으로
서비스경영학회지
2017 .09
최근 본 자료
댓글(0)
0