On-line Shopping Complaining:A Study on the Relationship between Determinants of Complaining Intention, Complaining Intention and Repurchase Intention

• Main Authors: Wei-ming Chen, 陳衛民
• Other Authors: Jinshyang Roan
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/84468130656826390640

碩士 === 東吳大學 === 企業管理學系 === 97 === Previous studies have made great efforts on consumer complaining behavior (CCB) in the context of physical marketing place. Yet the understanding of the on-line complaining behavior is still sparse and limited. This research intends to study complaining intention in the context of on-line shopping where shoppers buy tangible products that need to be packaged and delivered. The results can help identify factors that lead dissatisfied consumers to exit silently instead of voicing their complaint. Furthermore, the study tests the mediating effect of complaining intention on the relationship between determinants of complaining intention and repurchase intention. The research attempts to reach three main objectives: (1) expand on the theoretical work of complaining intention presented by Richins (1983 a) and modify that to fit the on-line shopping context. (2) empirically investigate the determinants of complaint intention in the context of on-line shopping. (3) examine the mediating effect of complaint intention on the relationship between determinants of complaint intention and repurchase intention. The framework and 11 hypotheses are developed and tested, utilizing Hierarchical Regression. A total of 247 questionnaires were collected and analyzed. It is found that 10 of 11 hypotheses are supported. Besides, complaint intention proved to have mediating effect on the relationship between each of four determinants of complaint intention and repurchase intention.