Based on the Stimulus Organism Response theory, this study develops and tests an integrative model that examines, for the first time in the consumer revenge literature, how online acts of revenge influence other consumers present on social media to do the same. This study examines the mediating role of message trustworthiness to better explain the adoption of an online avenger message by other consumers. The study also investigates the moderating effect of avenger expertise on this mediated relationship. Moreover, the moderating role of online activation in triggering other consumers’ desire for revenge is also examined. Using SmartPLS on 211 Jordanian consumers, support for the mediating role of online message trustworthiness in post adoption is found. In addition, this indirect effect of message trustworthiness on the likelihood of other consumers adopting an online revenge post left by a dissatisfied customer is also stronger when avenger expertise is perceived to be high. In addition, it was found that online activation moderated the transition from a desire for revenge to the act of committing online revenge.

基于刺激有机体反应理论，本研究开发并测试了一个综合模型，该模型首次在消费者报复文献中检验在线报复行为如何影响社交媒体上的其他消费者也这样做。本研究检验了消息可信度的中介作用，以更好地解释其他消费者对在线复仇者消息的采用。该研究还调查了复仇者专业知识对这种中介关系的调节作用。此外，还研究了在线激活在触发其他消费者报复欲望中的调节作用。对 211 名约旦消费者使用 SmartPLS，发现支持在线消息可信度在后期采用中的中介作用。此外，当复仇者的专业知识被认为很高时，消息可信度对其他消费者采用不满意客户留下的在线报复帖子的可能性的这种间接影响也更强。此外，发现在线激活缓和了从复仇的愿望到进行在线报复行为的转变。