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Online advertisement strategies in tourism industry:A reactance theory perspective
김재욱,Lanlung (Luke) Chiang,Liang (Rebecca) Tang 한국관광연구학회 2018 관광연구저널 Vol.32 No.10
Online advertising has become a popular promotional channel that enables companies to effectively communicate with consumers. However, consumers may generate reactance toward online advertising, particularly with the consideration of the unique characteristics of tourism products and services. However, limited studies have investigated the topic in-depth from a theoretical perspective. Reactance theory is a foundational psychology framework which depicts human behavior to regenerate control of a circumstance corresponding a perceived loss of freedom and perceived threat in an external setting. The purpose of the present study was to apply reactance theory to investigate the relationship between consumers’ reactance (dominance) and its antecedents (perceived threat and perceived control) and consequences (decision confidence, consumer satisfaction, and intention). A web-based survey was distributed to 2790 respondents and the conceptual model was tested with Structural Equation Modeling. The results indicated that consumers’ dominance of online advertising could be gained by reducing perceived threat and enhancing perceived control. Perceived threat negatively influences perceived control. Dominance positively influences both decision confidence and consumer satisfaction, which both in turn lead to intention. Decision confidence also positively impacts consumer satisfaction. The present research is anticipated to enrich the research body of reactance theory by examining it in a new context. The findings can also assist marketers to provide strategies for online advertising design and better predict consumers’ behavior.
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