Purpose

As customers increasingly adopt social media as the primary channel to reach out to companies, voicing is becoming a public act. Adopting a social psychological perspective, this study aims to focus on the social dynamics that drive consumer voice on social media.

Design/methodology/approach

The research uses three studies. First, a list of metaperceptions about voicing behavior is compiled using the critical incident technique, and then the hypothesized effects are tested with two scenario-based experiments.

Findings

Metaperceptions mediate the relationship between social anxiety and the intention to voice on social media. Self-construal moderates the effect of metaperceptions, such that in the presence of a negative metaperception, the reluctance to post a direct complaint is attenuated under independent self-construal. Independent self-construal attenuates the positive effect of positive metaperception. An experimental comparison between social media and consumer review sites reveals that metaperceptions are only prevalent in social media and when the complainer construes him or herself as interdependent.

Originality/value

Since lodging a direct complaint to a service provider has been mainly conceived as a private behavior, the role of social dynamics in the context of voicing remains under-researched. Aiming to fill this gap, the present research empirically examines how the presence of a perceived audience affects voicing behavior.

中文翻译：

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客户对社交媒体上服务失败的反应

目的

随着客户越来越多地采用社交媒体作为联系公司的主要渠道，发声正成为一种公共行为。本研究采用社会心理学视角，旨在关注推动消费者在社交媒体上发表意见的社会动态。

设计/方法/方法

该研究使用了三项研究。首先，使用关键事件技术编制关于发声行为的元感知列表，然后通过两个基于场景的实验测试假设的效果。

发现

元知觉调节社交焦虑与在社交媒体上发声的意图之间的关系。自我建构会缓和元知觉的影响，因此在存在负面元知觉的情况下，在独立自我建构下，不愿发表直接抱怨会减弱。独立的自我建构减弱了积极元知觉的积极影响。社交媒体和消费者评论网站之间的实验性比较表明，元感知仅在社交媒体中普遍存在，并且当投诉者将他或她自己解释为相互依赖时。

原创性/价值

由于向服务提供商提出直接投诉主要被认为是一种私人行为，因此社会动态在发声环境中的作用仍未得到充分研究。为了填补这一空白，本研究从经验上检验了感知受众的存在如何影响发声行为。