Consumers’ Emotional Elicitation and Post-experience Behavior under Service Experience Scenario-The Adoption of Appraisal Theory

• Main Authors: Su,Yiju, 蘇儀茹
• Other Authors: Huang,Yentsung
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/6ag58x

碩士 === 東海大學 === 企業管理學系碩士班 === 101 === As the idea of service experience becomes noteworthy; the importance of service experience is that the company has to turn the service product into consumers’ experience product in order to gain the unique and memorable experiences to them. What will make consumer feel good or bad is the key point that business has to consider. When it comes to emotion elicitation, Appraisal theory is one of the emotion causation theories that has been discussed during the past years in cognition, emotion and marketing. Different appraisals will lead to different emotions; it is worth discussing from marketing background angle under service experience. In our study, the determinations of three appraisals are goal congruence, expectedness and novelty. We further divided the study into two groups. Study one is the effects of goal congruence and expectedness on emotions and consumer post-experience behavior. Study two is the effects of goal congruence and novelty on emotions and consumer post-experience behavior. The emotion scale was adopted from Russell and Pratt (1980) Circumplex Mofel of Affects. We put four-dimensioned arousing-sleepy and pleasant-unpleasant emotions to examine the main effects of three appraisals. Emotions elicited from different appraisals will have influences on satisfaction, word-of-mouth intentions and likelihood of generating word-of-mouth about the service experiences as well. Experimental method was adopted in our study for appraisals. A 2×2 factorial design was employed in study one and two as a pretest in scenarios. After examiming the accuracy of scenarios, paper questionnaires were undergone. Subjects were students in Tunghai University; the questionnaires we issued were 334 and we received 320 questionnaires. The valid received rate was 95.8%. MANOVA was employed to test the different appraisals on specific emotions. Regression was adopted as the checking of relationship between emotions and consumer post-experience behavior. The results were as follows: Study one. Main effects of goal congruence as well as expectedness were approved. Furthermore, goal congruence will lead to positive emotions whereas goal incongruence elicits negative emotions. Under expectedness positive emotions will arise but under unexpectedness negative emotions will arise. Positive emotions had positive relationship with satisfaction, word-of-mouth intentions and likelihood of generating word-of-mouth in comparison to negative emotions. Study two. Main effects of goal congruence as well as novelty were approved. However, goal congruence in this study showed no significant impact on emotions. Novelty will lead to positive emotions whereas innovelty elicits negative emotions. Positive emotions had positive relationship with satisfaction, word-of-mouth intentions and likelihood of generating word-of-mouth in comparison to negative emotions. The further outcomes of study one and two were discussed. The main effects of expectedness and novelty were supported and it was a contribution to appraisal theory that has been developed till now. Key words: service experience, appraisal theory, emotions, circumplex model of affect, consumer post-experience behavior