Liang Rebecca Tang | Author | SciTechnol

Liang Rebecca Tang Author

rebeccat@iastate.edu 5152948489

Subjects of specialization
Hospitality, Tourism, Sales

Affiliation
Department of Apparel, Events, & Hospitality Management, College of Human Science, Iowa State University, 12 MacKay Hall, Ames, IA, USA

Biography

Liang(Rebecca) Tang currently works as a Associate Professor at Iowa State University. She Completed Doctor of Philosophy (Ph.D.) from Purdue University in the Field Of Studyhospitality and tourism adminstration and completed her bachlors from Beijing International Studies University in the Field Of Studyhotel management.

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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