Solving strategy for unintended criticism in online space consumer response to firm crisis in online discussion forum

Chung, Sunghun (2015) Solving strategy for unintended criticism in online space consumer response to firm crisis in online discussion forum. Internet Research, 25 1: 52-66. doi:10.1108/IntR-01-2014-0005


Author Chung, Sunghun
Title Solving strategy for unintended criticism in online space consumer response to firm crisis in online discussion forum
Journal name Internet Research   Check publisher's open access policy
ISSN 1066-2243
Publication date 2015-02-02
Year available 2015
Sub-type Article (original research)
DOI 10.1108/IntR-01-2014-0005
Open Access Status
Volume 25
Issue 1
Start page 52
End page 66
Total pages 15
Place of publication Bingley, United Kingdom
Publisher Emerald Group Publishing
Collection year 2016
Language eng
Formatted abstract
Purpose
– The purpose of this paper is to examine how information load, consumers’ regulatory focus, and prior attitudes interact to influence consumers’ response to firm crisis in the context of online discussion forum. By doing this, this study presents the solving strategy for unintended criticism in online space.

Design/methodology/approach
– Based on selective exposure and regulatory focus theory, the author proposes that consumers’ regulatory focus and prior attitudes toward a focal firm influence the relationship between information load and selective exposure phenomenon. The data for this study are obtained from an experimental research design. Data were collected from 165 college students who have an experience with an online discussion forum.

Findings
– The author finds that selective exposure is likely to occur when information load is high (vs low). More importantly, this selective exposure is influenced by regulatory focus. Prevention-focussed consumers with favorable (vs unfavorable) prior attitudes toward the target firm tend to evaluate it less favorably, whereas promotion-focussed consumers with unfavorable (vs favorable) prior attitudes are likely to evaluate it more favorably when information load is high.

Originality/value
– Evidence is found that consumers’ regulatory focus moderates the effect of information quantity on confirmatory information search, and induces different response strategies to firm crisis information.
Keyword Online discussion forum
Bias information adoption
Confirmatory information search
Regulatory focus
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2016 Collection
UQ Business School Publications
 
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