The current study examines how an empowered public engages in information seeking and electronic word-of-mouth (eWOM) behavior due to emotions elicited from their message appraisals of an inspiring branding campaign. Using cognitive appraisal theory as a framework, the current research assumes that the women with higher problem recognition and involvement will be more likely to engage in information seeking and eWOM behavior through positive affect. Using a representative sample (N = 530) randomly drawn from Qualtrics’ panel data, it uses a structural equation modeling approach to test the proposed appraisal-based behavior model. The results indicate that participants’ information seeking and eWOM behavior are adaptive responses to the emotions elicited by message appraisals. The results also show that situational variables influence the message appraisals of intrinsic pleasantness and goal-conduciveness dimensions.

本研究调查了受权公众如何通过对激励性品牌活动的信息评估引起的情绪来参与信息搜索和电子口碑（eWOM）行为。以认知评估理论为框架，当前的研究假设，具有较高问题识别能力和参与度的女性将更可能通过积极的情感参与信息寻求和eWOM行为。使用从Qualtrics面板数据中随机抽取的代表性样本（N = 530），它使用结构方程建模方法来测试建议的基于评估的行为模型。结果表明，参与者的信息寻求和eWOM行为是对消息评估引起的情绪的适应性反应。