| As the development of the internet technique and the rapid increase of internet users, on one hand internet makes the complaining behavior have no place to hide. On the other hand it also facilities the communication between enterprises and consumers which is becoming more and more convenient and direct. Consumers share the information on the internet which can provide enormous information about products and service. Beside that, they can share their perchance experiences together, voice their opinions of the products, the service quality or the brand. The word of mouth on the internet is not only an important influence factor to purchase decision making .but also becomes important strength in influencing the marketing activities of enterprises.The previous researchers mainly focused on the classifications of complaints, the influences to complaints and the redress to the complainers. But few researchers focused on how characteristics and motivation of consumers influenced the decision of channel choice. Previous research showed the differences of customers could impact their behavior motivation. The confidence,conservation and self-monitor can make some effects to the behavior motivation. This research employed the analysis though of Anna S.Mattila and Jochen Wirtz(2004), focused on the impacts among the personal characteristics ,motivation and the channel choices on the internet. However, in this article, author considered the motivation as the middle parameter. And the relationship among personality, motivation and channel choice was conducted. The role of the motivation is the middle parameter. At the same time complaining channels were also been divided into four types.This study had constructed a model of internet complaining. As for the characteristics, two main variables were chosen. One was self-confidence, the other was conservation. Complaining contained altruism, outlet dissatisfaction, punishments and resolve problems. Since in this research the negative-mouth behavior on the internet was researched, the internet channels mean the channels that consumer used when they communicated the bad-month. Complaining channels on the internet was divided into tow big channels, public one and private one.When the statistic research was conducted, this study chooses digital products. Because their consumers have the close relationship with the internet, they are more likely use internet to communicate the bad- mouth. After the pre-research, the author sent a lot of questionnaires, collected 195 from internet and 143 from the real life. Then we got 192 and 123 effective questionnaires respectively.By analyzing the effectiveness of the data ,some parameters were also been deleted because the load numbers were too small. In the data analysis, constructional equation was used. Firstly, the road loads were detected. Some hypothesizes was denied. Secondly, the medium effects that different motivation made toward the personality and channel choice were discussed.In the study we can see personal characteristics significantly affect customers complaining motivation. Confidence and individualism significantly affect relief motivation and resolve motivation. Conservation both significantly affects altruism, relief and resolve problems.Complaining motivation significantly affect channel choice of the internet complaining. The stronger of the altruism and relief dissatisfaction, the more likely they choose the public channels. The stronger of the resolving problems motivation, the more likely they choose private channels.Conservative has the positive and direct effects to the private channel choice. Personality significantly affects the choice of the channel by the indirect effect of motivation. Relief dissatisfaction has the total indirect effects towards confidence, conservative and public channel choice. The motivation of resolving problem has total middle effects towards confidence and private channel choice, and partly had indirect effects.The theory innovations of this study are as follows: Firstly, it tests the way to divide the channel choice on the internet. Secondly, after applying the real life complaining theory which made by the previous researcher, this study discussed the relationship between personality and motivation. Thirdly, this study also constructs the personality, motivation, channel choice and the motivation theory model. And it also studies the medium effects of different motivation of complaining.On the following part, this study gives some practical suggestions to the enterprises related to manage the complaints. For example, choose different service strategies to different customers. Company conducts personal and comprehensive services in order to make confident individuals take the role of opinion leaders and public more positive information of company. Use public channel effectively. The main reasons why customers using public complaining channel are altruism and relief dissatisfaction. Because the existence of altruism, companies can relay on customers to public positive word of mouth and encourage customers to exchange experiences on the forums, communicating the positive word of mouth, establishing good image; Building and perfect the direct complaining channels. By replying e-mail, constructing forum group and message board, customers can leave their suggestions and opinions easily. Companies should have the effect training rules of employees, building the thought,"Considering the consumer complaining as capital", establishing impact consumers'files system, trait and react instantly, and grasp their dissatisfaction as soon as possible.Finally, it also points the defects of this study, for example the sample is too centralized, the industry is too simple and so no. what is more, it points the future research directions. In the future, the researchers can enlarge the channels of collecting data, broaden the industry filed and study the effects that other personal characteristics had to the complaining channel choice or the effects that values, life style had to complaining channel choice.In sum, this research can help the company to manage its bad word of mouth on the internet. Furthermore, the internet complaints would be reduced. Customers'dissatisfaction could be reversed. Finally, we could positively advertise the companies and improve their image. |
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