| Summary: | 碩士 === 國立高雄應用科技大學 === 資訊管理研究所碩士班 === 101 === With the popularity of internet, consumers have a more fast and convenient access to complain or appeal with business. However, in the past complaint literature, most of them view complaining as impulsive behavior, and fewer past research treated complaint behavior as a reasoned action. Therefore, with the standpoint of “theory of planned behavior”, we integrated “face”, “risk of retaliation” and “complained value” as a research model to understand the factors impacting consumer online complaint behaviors.
This study used survey as the research method. We distributed paper and online questionnaires. 206 valid questionnaires were collected and then analyzed with PLS to test our hypotheses. The results show the complaint success, complaint value and altruism significantly impact on online public posting complaining attitude. Personality traits (face) significantly influence complaining attitude, followed by attitudes, subjective norms, and behavioral control. Finally, risk of retaliation significantly impacts on the intention, showing that reasoned consumers will take into account the issues related subsequent complaining risk. The theoretical and managerial implications are also discussed.
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