Will all Chinese consumers react to the negative comments? Moderating effect of internet navigation orientation and self-construal level

서지정보

· 발행기관 : 부산대학교 중국전략연구소
· 수록지 정보 : Journal of China Studies / 22권 / 4호 / 51 ~ 74페이지
· 저자명 : 김지윤

초록

Cyberbullying in China is a highly prevalent online misbehavior and it has received public attention due to its serious consequences. As the cases of people's psychological damage are increasing at a rapid pace due to negative verbal abuse on the Internet, the Chinese government is trying to drastically toughen legal punishment for such malicious comments, monitor them in real time and create a sound Internet communication culture. Cyberbullying involves use of electronic communication technologies to bully other people. Existing studies of cyberbullying on the Internet in China have been conducted on a limited basis, mainly on the exploratory study about the cyberbullying condition and motives for people to write negative comments. Therefore, this study investigates the moderating effect of internet navigation orientation and self-construal level on cyberbullying intention. This study adopts a scenario-based experiment method. After exposed to one of 2 scenarios (negative comments vs. regular comments), participants were asked to answer questions to measure their cyber-bullying intention, and then internet navigation orientation and self-construal level. Out of 210, participants, 193 usable questionnaires were collected and analyzed. The result of two experiments showed that in case of consumers with hedonic and utilitarian navigation, the cyber-bullying intention is higher when there are negative comments. However, in case of consumers with interdependent consumers, cyber-bullying intention is not different between negative comments and regular comments. On the other hand, in case of consumers with independent consumers, cyber-bullying intention is higher in a negative comments situation. The results of this study indicated that if negative comments were encountered on the Internet, the consumer's response would differ, depending on the characteristics of the consumer. The significance of this study is that it investigates the individual characteristics of consumers such as internet navigation orientation and self-construal level that have a discriminatory impact on cyberbullying intentions. It also has revealed that the cyber bullying phenomenon, which has recently been presented as a serious social issue, is differentiated according to the personal characteristics of Chinese consumers and laid the foundation for future research of cyber-bullying in China. In addition, the practical significance of this study is that, for a deeper understanding of cyberbullying behavior, it may suggest ways to reduce the cyberbullying intention for negative comments by verifying that the cyberbullying intentions for negative comments differ depending on consumer personal characteristics.

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