讲座题目：Consumers Complain More Fiercely Through Small-Screen Devices: The Role of Spatial Crowding Perception

讲座摘要：Previous research has mainly focused on the determinants of consumers’ complaint channel choices. Little attention has been paid to the behavioral consequences of different complaint channels, particularly different complaint devices. Drawing on spatial crowding perception theory, this study finds that in an online complaint context, consumers’ complaint intensity is shaped by complaint devices that differ in screen size. Crowding perception produced by visually restrictive tension mediates the rela- tionship between the screen size of the complaint device and the complaint intensity. The results of secondary data confirm that consumers’ complaint intensity is higher while complaining through a small-screen device (as opposed to a large-screen one). Three scenario-based experiments are conducted to examine the role of perceived spatial crowding in producing a more intense complaint behavior when complaints are submitted through smaller screen devices (as opposed to larger screen devices). The fourth experiment reveals that crowding perception can be lessened by adjusting certain design elements of the interface, ultimately mitigating the intensity of the complaint submitted through a small-screen device. Our research identifies the specific causality and underlying mechanism of the influence of device type on consumers’ postconsumption behavior, thus contributing to clarify some ambiguities in the literature.

讲座地点：经济管理学院 B501

腾讯会议：ID：196 866 714

讲座时间：2021年10月28日 10:00——11:30

主持人：营销科学系副主任  王殿文副教授

演讲嘉宾介绍：

周元元，就职于华中科技大学管理学院。副教授，博士生导师。主要研究方向为服务管理（关注服务管理中消费者的群体性行为、感官体验、以及相应的服务策略）。目前主持国家自然科学基金面上项目2项，青年科学基金项目1项（后评估为优），和教育部博士点基金项目1项。在Journal of Business Ethics、Journal of Service Research、Journal of Business Research、European Journal of Marketing、心理学报、南开管理评论等国内外重要期刊上发表论文多篇。

工商管理一级学科

营销科学系

20201.10.21