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| The Effect of Impaired Perceptual Control on Consumers’ Willingness to Recommend in the Context of Forced Positive Evaluation |
| WANG Yanzhi，LU Hongliang |
| 1.Tianjin University of Commerce, Tianjin, China; 2.Northeast Forestry University, Harbin, China |
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Abstract From the perspective of perceived control impairment, this study explores the negative impact of forced positive comments on consumers’ willingness to give good evaluations as well as the impact of compulsory favorable comments on consumers’ recommendation intention. The results of two scenario simulation experiments show that the forced praise behavior of enterprises can negatively affect the consumers’ evaluation and recommendation willingness through the lack of sense of control, and that the sense of power plays a moderating role in the above relationship. Comparing with the people with low sense of power, the negative impact of corporate forced positive feedback on the willingness to recommend is more significant among people with a high sense of power by the mediating role of perceived control impairment.
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Received: 08 October 2018
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