Research on the Influence of Role Pressure in Virtual Brand Community on Customer Complaining Behavior
Role stress,as a source of stress affecting individual behavior,has received extensive attention from scholars,but the re-search is mainly focused on the filed of formal organizations,and few scholars pay attention to the function of role stress in informal organizations.Based on the theory of role stress and the theory of resource conservation,this study explores the impact of role stress on customer complaints in virtual brand communities and the mediating mechanism.Based on the sample data of 309 virtual brand community members,the empirical analysis shows that the greater the role pressure,the more likely it is to cause the customers to complain.Meanwhile,role stress not only directly results in customer complaints,but also affect customer complaints with customer burnout.Personal resources owned by individuals can negatively adjust the relationship between role stress and customer burnout.
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