분노 표현방법이 부정적 욕구행동에 의한 보복소비의 매개효과를 통한 구매 후 평가에 미치는 효과 분석

Consumers are exposed to an unmeasurable amount of stress in their daily lives. Due to this exposure to stress, our emotions form stages of irritation, frustration, anger, and giving up, which are negative emotions rather than positive emotions. Frequent exposure to these anger expression methods causes an increase in the number of e-Commerce searches, which is one of the compulsive negative desire behaviors, and leads to revenge consumption. This study aimed to study the post-purchase behavior through the generation of positive emotions (satisfaction, joy, relief) and negative emotions (anxiety, depression, regret) as a post-purchase stimulation effect. In this study, 218 samples were used through a questionnaire with operational definitions of major variables, and simple regression analysis was conducted using SPSS 25. As a result of conducting a study on the mediating effect of negative desire behavior and revenge consumption on the relationship between the stages of consumers' anger expression methods and emotions, it was found that in positive emotions (satisfaction, joy, relief), anger, frustration, abandonment, and annoyance were significant in that order, and in negative emotions (anxiety, depression, regret), anxiety and regret did not have a significant effect, and only in depression, anger, abandonment, frustration, and annoyance were significant in that order. The study found that when revenge consumption is made through e-Commerce search in emotions of anger and frustration, positive emotions of satisfaction, joy, and relief arise, and when revenge consumption is made through e-Commerce search in emotions of anger and abandonment, negative emotions of depression arise significantly. The aim of this study is to present a vision for establishing a marketing strategy through the results that angry consumers feel satisfaction, joy, relief, and depression after revenge consumption.