ABSTRACT

The visual cues of websites have been found to affect consumer attitudes and behaviours. Facebook business pages (FBPs) also exhibit visual cues, several of which are pertinent to consumers considering whether to make a complaint on a FBP. Drawing on social cognitive theory (SCT), we explore the role of these visual cues in consumers’ social learning and reveal their influence on consumers’ likelihood to complain and attitude towards the firm. Four experiments examine the influence of three visual cues: the presence of complaints by other consumers, firm responsiveness, and evidence of redress. Results indicate that consumers are more likely to complain when complaints of others are present on a FBP, and any form of redress has a greater positive effect than firm responsiveness. Moreover, a consumer’s perceived likelihood of a successful complaint was found to explain the impact of visual cues on their likelihood to complain and attitude towards the firm.

摘要

已经发现网站的视觉线索会影响消费者的态度和行为。Facebook 商业页面 (FBP) 也展示了视觉提示，其中一些与考虑是否对 FBP 进行投诉的消费者有关。借鉴社会认知理论 (SCT)，我们探讨了这些视觉线索在消费者社会学习中的作用，并揭示了它们对消费者抱怨的可能性和对公司的态度的影响。四项实验检验了三种视觉线索的影响：其他消费者的投诉、公司响应和补救证据。结果表明，当其他人的投诉出现在 FBP 上时，消费者更有可能抱怨，并且任何形式的补救都比公司响应具有更大的积极影响。而且，