Mediators of the Effects of Cold-Warm Communication on Attraction Toward Online Service Providers

摘要

Undergraduate students (N = 120) in Singapore sought advice from the experimenter's confederate via e-mail or phone After receiving a scripted warm or cold reply from the online service provider, participants rated their general attitude toward the service provided, positive and negative affect, and attraction toward the service provider. The effect of warm versus cold communication on attraction toward the online service provider was partly mediated by general attitude, positive affect, and negative affect The results indicate that attitude that influences attraction through affect can itself be a mediator when it is formed through online interaction.