Research On The Influencing Factors Of Online Consumer Complaint Behavior

E-commerce has become one of the fastest-growing and most highly competitiveindustry in domestic economy. The problems about online service and customermanagement resulting in customer satisfaction reduction and complaint have beenhighlighted these days.Research on Customer Complaint Behavior(CCB) has been the heated topic ofdomestic and international marketing academics. However, the existing literature aremainly focus on Service Industries such as catering, banking, communications and so on.In this paper, a research model for online customer complaint behavior is established tofind the relationship between the influencing factors and the complaint behavior which areclassified into three categories:directly complaint, negative word-of-mouth and third partycomplaint. This study also try to find how complaint affect the customer loyalty. A surveywas conduct on digital products online shoppers, empirical analysis method was used todraw the conclusion as follows:1.The factors influencing consumers complaining are including: Results Failure,Procedure Failure, Importance of consumer events, the Cost of direct complaining, thePossibility of the problems solving, and finally Customer’s Attitude toward complaining.2.Factors except the cost one all have a direct impact on directly complaining. Thosewhich have great impact on the behavior of negative word-of-mouth are includingcomplaint cost,consumer events’ importance and process failure. Third party complaint iseffected by the importance of this buying and Customer’s Attitude.3.The demographic variables of gender, age, purchase frequency have a significantimpact on online shoppers’ complaining behavior, but education background is proved nodirect impact.4.This paper also discussed the relationship between complaining behavior andcustomer loyalty, which find that direct complaint positively affect customer loyalty, thirdparties complaint has a negative effect and there is no significant correlation between thenegative word-of-mouth and loyalty. In the end of this thesis, the author has proposed several suggestions about how toencourage customers to complain directly and how to improve customer satisfaction.Meanwhile, the prospect of future research has been put forward in this part.