Coping with Negative Emotions from Buying Mobile Phones: A Study of Korean Consumers

Consumers can suffer negative emotions, such as anger or fear, if they experience difficulties when buying mobile phones, but then they employ coping strategies to manage those emotions. In addition, cognitive appraisals about the purchase situation affect the negative emotions and coping process. This study constructed a structural model and conducted a mail survey involving 1,000 Korean adults. It was discovered that consumers who felt angry chose expressive support-seeking strategies or avoidance, and those who felt fearful chose only expressive support-seeking strategies. Expressive support-seeking and active coping led to positive emotional change. Self-efficacy appraisal was the key predictor of active coping and negatively affected fear; thus, we suggest that consumer education and training in the purchase of new mobile phones is needed to enhance self-efficacy.