期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2019
卷号：97
期号：19
页码：2518-2529
出版社：Journal of Theoretical and Applied
摘要：This study aims to explore how the sub-factors of self-concepts such as self-identity and self-monitoring are associated with flaming behavior, demonstrate whether polarity of online comments plays the moderating variable and show how flaming behavior affects corporate brands and product purchases. The study was conducted in groups of approximately 1060 subjects. Self-monitoring, self-identity and self-control had a strongly associated with flaming behavior. Therefore, when writing online comments on the internet, self-monitoring, self-identity and self-control seem to play an important role when explain internet users� flaming behavior in cyberspace. Users with strong self-concepts tended to respond sensitively with comments when looking at online comments than did users with lower self-concepts. In spite of the fact that flaming behavior has been the chief obstacle to internet culture; however, it is true that there has still been a lack of academic interest in flaming. Therefore, this study is significant in arousing academic interest in flaming.
