Abstract
Consumers can suffer negative emotions, such as anger or fear, if they experience difficulties when buying mobile phones,
but then they employ coping strategies to manage those emotions. In addition, cognitive appraisals about the purchase situation
affect the negative emotions and coping process. This study constructed a structural model and conducted a mail survey involving
1,000 Korean adults. It was discovered that consumers who felt angry chose expressive support-seeking strategies or avoidance,
and those who felt fearful chose only expressive support-seeking strategies. Expressive support-seeking and active coping
led to positive emotional change. Self-efficacy appraisal was the key predictor of active coping and negatively affected fear;
thus, we suggest that consumer education and training in the purchase of new mobile phones is needed to enhance self-efficacy.
but then they employ coping strategies to manage those emotions. In addition, cognitive appraisals about the purchase situation
affect the negative emotions and coping process. This study constructed a structural model and conducted a mail survey involving
1,000 Korean adults. It was discovered that consumers who felt angry chose expressive support-seeking strategies or avoidance,
and those who felt fearful chose only expressive support-seeking strategies. Expressive support-seeking and active coping
led to positive emotional change. Self-efficacy appraisal was the key predictor of active coping and negatively affected fear;
thus, we suggest that consumer education and training in the purchase of new mobile phones is needed to enhance self-efficacy.
- Content Type Journal Article
- Category Original Paper
- Pages 1-10
- DOI 10.1007/s10834-012-9311-6
- Authors
- Sangmin Jun, Korea Institute of Consumer Education, 1206 Hanshin Building, 136-1 Mapo-Dong, Mapo-Ku, Seoul 121-050, Korea
- Jungsung Yeo, Department of Consumer Science, College of Human Ecology, Seoul National University, San 56-1, Shillim-Dong, Kwanak-Ku, Seoul 151-742, Korea
- Journal Journal of Family and Economic Issues
- Online ISSN 1573-3475
- Print ISSN 1058-0476