Lanlung Luke Chiang | Author | SciTechnol

Lanlung Luke Chiang Author

lukech@saturn.yzu.edu.tw

Subjects of specialization
Sales, Consumer Experience Marketing, Sports Marketing, Destination Marketing & Management

Affiliation
College of Management, Yuan Ze University, ChungLi, Taiwan

Biography

Lanlung,Chiang (Luke) is a Assisatant Professor. The Speciality of Luke are New Retailing, Consumer Experience Marketing, Sports Marketing, Sustainable Tourism, Destination Marketing & Management. He has completed Ph.D. in Hospitality Management & Marketing, Iowa State University, USA and MBA, College of Business Administration, Kansas State University, USA.

Publications

Research Article Subscription

Forced Exposure and Psychological Reactance towards Online Advertising in the Tourism Industry

Author(s):

Lanlung Luke Chiang, Jaewook Kim and Liang Rebecca Tang

Advertising has become a popular marketing activity in tourism industry. The purpose of the study was to examine consumers’ feedback towards online tourism advertising with the adoption of Psychological Reactance Theory (PRT). Specifically, we investigated the relationship between consumers’ reactance (freedom arousal & anxiety arousal) and its antecedent (forced use) and consequences (perceived value & behavioral intention). The results indicate that consumers’ forced use negatively influences freedom arousal, which in turn positively leads to perceived value. In contrast, consumers’ forced use positively impacts anxiety arousal, which consequently negatively generates perceived value. The present study provides the theoretical foundation for future stud... view more»

DOI: 10.4172/2324-8807.1000173

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