초록 열기/닫기 버튼
This research aims to test the structural model involving relationship of protection motivation towards corporate negative incidents on SNS, complaint behavior and corporate image. Furthermore, the role of agility as a moderating factor is investigated in this study. Data of 212 consumers who were exposed to negative information of companies through SNS were gathered. Results show that the protection motivation variables which include perceived severity, response efficacy and self-efficacy except perceived vulnerability have a significant positive effect on complaint behavior. Meanwhile, complaint behavior has a negative impact on the corporate image. In terms of the moderator, agility level, it influences the effect between complaint behavior and corporate image. Implications and discussion of this study will help provide companies in establishing a coping strategy regarding negative information related to companies.
