Impact of Buyers' Emotions on Perceived Behavioral Control

Abstract

This study focuses on how emotions of different types affect perceived behavioral control (PBC), which, by referencing to service marketing and organizational behavior theory, is divided into three aspects: perceived participation (PP), perceived risk (PR), and perceived organizational support (POS) here. To explore how different types of emotions affect these three variables respectively, subjects' emotions are controlled through experiment. Results reveal that the type of emotion has significant influence on the three variable values. Positive emotion parallels the highest PP and POS values, while neutral emotion comes with the lowest PR value.