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Research on the Influence of Social Neglect on Brand Switching Behavior

DOI: 10.12677/MOM.2022.124013, PP. 106-113

Keywords: 社会忽略,品牌转换行为,控制感
Social Neglect
, Brand Switching Behavior, Sense of Control

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Everyone will encounter the situation of being rejected or ignored in daily life, such as not receiving a reply from others when sending WeChat, or being ignored by waiters in a busy restaurant. According to the classification criteria of social exclusion, this paper constructs a theoretical model to study the influence of social neglect on brand switching behavior, taking social neglect as the independent variable, brand switching behavior as the dependent variable, sense of control as the mediating variable, and self-construction (independence/dependence) as the moderating variable.


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