디지털산업정보학회논문지 (Journal of Korea Society of Digital Industry and Information Management)

  • 제8권1호
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  • Pages.231-244
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  • 2012
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  • 1738-6667(pISSN)
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  • 2713-9018(eISSN)
디지털산업정보학회 (Korea Society of Digital Industry and Information Management)
권호 표지

온라인 쇼핑몰 이용자의 불만과 불평행동에 관한 연구

Study on Consumer Dissatisfaction and Complaint Behavior of Online Shopping Mall

  • 전병호 (서울여자대학교 교양학부) ;
  • 강병구 (고려대학교 경상대학 경영학부)
  • 발행 : 2012.03.30
⟨ 이전 논문 다음 논문 ⟩

초록

Consumer dissatisfaction and complaints make it difficult for online shopping mall to maintain existing customers and attract new customers, which may result in a direct profit loss. The primary purpose of this study is to investigate the relationship between customer dissatisfaction in terms of product-complaints and website complaints and complaint behaviors in terms of individual, public, and 3rd party complaint behaviors. Th results indicate that product-dissatisfaction is significantly related to the public and 3rd party complaint behaviors, but not the individual complaint behavior. Website dissatisfaction was not found to be significantly related to any complaint behavior. The moderate effect of sex and individual attitude on the relationship between customer dissatisfaction and complaint behaviors was also not considerable.

키워드

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