“Scapegoat” for Offline Consumption: Online Review Response to Social Exclusion

Previous research has mostly focused on Internet use behaviors, such as usage time of the Internet or social media after individuals experienced offline social exclusion. However, the extant literature has ignored online response behaviors, such as online review responses to social exclusion. To add...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	Shichang Liang, Yuxuan Chu, Yunshan Wang, Ziqi Zhang, Yunjie Wu, Yaping Chang
Formato:	article
Lenguaje:	EN
Publicado:	Frontiers Media S.A. 2021
Materias:	social exclusion online review self-protection self-serving bias brand awareness Psychology BF1-990
Acceso en línea:	https://doaj.org/article/c78a0778b47b4567994395171bd7f5d1
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:c78a0778b47b4567994395171bd7f5d1
record_format	dspace
spelling	oai:doaj.org-article:c78a0778b47b4567994395171bd7f5d12021-12-02T06:49:44Z“Scapegoat” for Offline Consumption: Online Review Response to Social Exclusion1664-107810.3389/fpsyg.2021.783483https://doaj.org/article/c78a0778b47b4567994395171bd7f5d12021-12-01T00:00:00Zhttps://www.frontiersin.org/articles/10.3389/fpsyg.2021.783483/fullhttps://doaj.org/toc/1664-1078Previous research has mostly focused on Internet use behaviors, such as usage time of the Internet or social media after individuals experienced offline social exclusion. However, the extant literature has ignored online response behaviors, such as online review responses to social exclusion. To address this gap, drawing on self-protection and self-serving bias, we proposed three hypotheses that examine the effect of offline social exclusion on online reviews, which are verified by two studies using different simulating scenarios with 464 participants. The results show that when individuals are socially excluded offline, regardless of where the exclusion comes from (businesses or peers), they will be more likely to give negative online reviews. In addition, brand awareness moderates the effect of offline social exclusion on online reviews. Specifically, if the brand is less known, compared with social inclusion, offline social exclusion will lead individuals to give more negative online reviews; conversely, for well-known brands, no significant difference exists in the online reviews between social exclusion and inclusion.Shichang LiangYuxuan ChuYunshan WangZiqi ZhangYunjie WuYaping ChangFrontiers Media S.A.articlesocial exclusiononline reviewself-protectionself-serving biasbrand awarenessPsychologyBF1-990ENFrontiers in Psychology, Vol 12 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	social exclusion online review self-protection self-serving bias brand awareness Psychology BF1-990
spellingShingle	social exclusion online review self-protection self-serving bias brand awareness Psychology BF1-990 Shichang Liang Yuxuan Chu Yunshan Wang Ziqi Zhang Yunjie Wu Yaping Chang “Scapegoat” for Offline Consumption: Online Review Response to Social Exclusion
description	Previous research has mostly focused on Internet use behaviors, such as usage time of the Internet or social media after individuals experienced offline social exclusion. However, the extant literature has ignored online response behaviors, such as online review responses to social exclusion. To address this gap, drawing on self-protection and self-serving bias, we proposed three hypotheses that examine the effect of offline social exclusion on online reviews, which are verified by two studies using different simulating scenarios with 464 participants. The results show that when individuals are socially excluded offline, regardless of where the exclusion comes from (businesses or peers), they will be more likely to give negative online reviews. In addition, brand awareness moderates the effect of offline social exclusion on online reviews. Specifically, if the brand is less known, compared with social inclusion, offline social exclusion will lead individuals to give more negative online reviews; conversely, for well-known brands, no significant difference exists in the online reviews between social exclusion and inclusion.
format	article
author	Shichang Liang Yuxuan Chu Yunshan Wang Ziqi Zhang Yunjie Wu Yaping Chang
author_facet	Shichang Liang Yuxuan Chu Yunshan Wang Ziqi Zhang Yunjie Wu Yaping Chang
author_sort	Shichang Liang
title	“Scapegoat” for Offline Consumption: Online Review Response to Social Exclusion
title_short	“Scapegoat” for Offline Consumption: Online Review Response to Social Exclusion
title_full	“Scapegoat” for Offline Consumption: Online Review Response to Social Exclusion
title_fullStr	“Scapegoat” for Offline Consumption: Online Review Response to Social Exclusion
title_full_unstemmed	“Scapegoat” for Offline Consumption: Online Review Response to Social Exclusion
title_sort	“scapegoat” for offline consumption: online review response to social exclusion
publisher	Frontiers Media S.A.
publishDate	2021
url	https://doaj.org/article/c78a0778b47b4567994395171bd7f5d1
work_keys_str_mv	AT shichangliang scapegoatforofflineconsumptiononlinereviewresponsetosocialexclusion AT yuxuanchu scapegoatforofflineconsumptiononlinereviewresponsetosocialexclusion AT yunshanwang scapegoatforofflineconsumptiononlinereviewresponsetosocialexclusion AT ziqizhang scapegoatforofflineconsumptiononlinereviewresponsetosocialexclusion AT yunjiewu scapegoatforofflineconsumptiononlinereviewresponsetosocialexclusion AT yapingchang scapegoatforofflineconsumptiononlinereviewresponsetosocialexclusion
_version_	1718399719977254912

“Scapegoat” for Offline Consumption: Online Review Response to Social Exclusion

Ejemplares similares