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The Impact of Crisis Responsibility and Risk Perception on Communication Behavior Intention in SNS - Dual Processing Theory
분야 사회과학 > 기타(사회과학)
저자 Eun Mi Lee
발행기관 한국마케팅학회
간행물정보 ASIA MARKETING JOURNAL 2018년, ASIA MARKETING JOURNAL Vol.19 No.4, 1page~14page(총14page)
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연관 논문
연구논문 : SNS 정보가 호텔 고객의 브랜드 태도 및 행동의도에 미치는 영향 -이중처리과정 이론(Dual Process Theory)의 적용-
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목차
부제 :
Ⅰ. Introduction
Ⅱ. Theoretical Background and Hypotheses
Ⅲ. Research Methodology
Ⅳ. Data Analysis and Results
Ⅴ. Conclusion
References
 
 
영문초록
Social networking service(SNS) helps users manage, share and delivery a vast information as a communication tool. When users read crisis news in SNS, they communicate the information with others by considering not only their belief (i.e., cognitive risk perception) but also emotion (i.e., affective risk perception). However, few researches have been interested in the construct of communication behaviors of crisis in SNS.
This study aimed to explore the role of risk perception (cognitive and affective risk perception) between crisis responsibility and communication behavior through dual processing theory. As a result of the empirical analysis, crisis responsibility had a positive effect on cognitive risk perception and affective risk perception. In addition, cognitive risk perception had no significant effect on communication behavior whereas affective risk perception had influence on communication behavior positively. Thus, our findings may predict that the affective risk perception through crisis responsibility is more potentially important to communication behavior such as sharing information rather than cognitive risk perception. The results give insightful ideas why marketer should reduce perceived emotion caused by risk to strengthen prospective SNS users understanding of communication behavior intention.
 
 
Communication Behavior Intention, Dual Processing Theory, Risk Perception (Cognitive Risk Perception, Affective Risk Perception), Crisis Responsibility
 
 
도움말
본 논문은 참고용 논문으로 수정 및 텍스트 복사가 되지 않습니다.
 
 
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