The Complaining Behavior Process after Purchase of the Women's Wear

여성복 구매후 불평행동과정 연구

This study mainly focuses on the dissatisfaction of the post-purchase behavior regarding the consumer dissatisfaction complaining behavior and repurchase intention In the literature study approach it was hypothe-sized that dissatisfaction variables was consisted of the cognitive process and emotion. And the dissatisfaction variables and the individual vari-ables and situational variables were set up to contribute to form the complaining behavior. In the process of the complaining behavior the first thing the consumers would do when they would seek for redress or not. Consumers who sought redress and actually received the fair treatment from a store practiced positive word-of-mouth. However consumers who received unfair treat-ment practived negative word-of-mouth exit behavior or the third party complaining Behavior. And consumers who did not seek any redress either showed exit behavior practiced negative word-of-mouth or no complaining behavior at all. Therefore. complaining behavior process consists of redress seeking process and non-redress seeking process. For the empirical study the survey method was used and two other researches were previously conducted. First of all the research was designed to comprehend consumer complaining behaviors process Secondly it was conducted for measuring validity and reliability: Cronbach's q. The sqmple was 569 women aged 2-'s to 5-'s living in Seoul and other suburban areas. The various methods were used to analyze the date such as frequency, percentage and multiple regression analysis. Overall the results were verified. 1) The dissatisfaction variables and individual variables influenced situational variables. 2) The complaining behavior intention was affected by dissatisfaction variables indivi-dual variables and situational variables. 3) The repurchase intention occurred more when the justice was performed Consequently the complaining behavior proce-dure was consisted of the redress seeking and non-redress seeking. And dissatisfaction vari-ables and individual variables were verified to influnce situational variables. These complaining behavior variables affected complaining behavior Especially in a case of redress seeking process complaining behavior and repurchase rate were highly affected by the perceived justice from a store.