期刊
COMPUTERS IN HUMAN BEHAVIOR
卷 104, 期 -, 页码 -出版社
PERGAMON-ELSEVIER SCIENCE LTD
DOI: 10.1016/j.chb.2019.106170
关键词
Social media; Revenge; Social presence; Narcissism; Interactivity; Consumer
This study tests the effect of personal and online characteristics on consumers' desire for revenge and their online revenge intentions. In light of the interactivity and community of social media platforms, it examines the notion that narcissism and social presence will increase consumers' desire for revenge and their online revenge intentions after a service failure. Based on a sample of 317 Jordanian consumers, the data analysis shows that the model has a very good fit and that narcissism, interactivity, and community significantly influenced consumers' desire for revenge. Social presence was found to have a moderating influence on the relationship between the desire for revenge and online revenge intentions. Implications for marketing managers are also discussed.
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