한국생활과학회지 (Korean Journal of Human Ecology)

  • 제22권2호
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  • Pages.267-282
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  • 2013
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  • 1226-0851(pISSN)
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  • 2234-3768(eISSN)
한국생활과학회 (Korean Association of Human Ecology)
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소비자 가치와 비윤리성에 따른 소비자 불평행동 유형

The Effect of Consumer Value and Unethicality on the Type of Consumer Complaint Behaviors

  • 이영애 (인천대학교 소비자 아동학과) ;
  • 임수지 (장안대학교 유통경영과)
  • Lee, Youngae (Dept. Consumer & Child Studies, Incheon National University) ;
  • Lim, Su-Ji (Dept. Distribution Management, Jangan University)
  • 투고 : 2013.03.05
  • 심사 : 2013.04.24
  • 발행 : 2013.04.30
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초록

This study analyzed the effect of consumer value and unethicality on the type of consumer complaint behaviors. Despite the obvious importance of the research on consumer complaint behaviors focused on consumer's inherent personality, there is relatively little work done. The purpose of this study is to analyze the determinants of consumer complaint behaviors in order to improve consumers' well-being and develop the market condition. The 1,050 respondents are finally analyzed using the descriptive statistics, factor analysis, and multinominal logit model. Consumer value and unethicality are significant effect on the type of consumer complaint behaviors such as no action, private action only, public action only, and both private and action. The orientation of achievement and pleasure among consumers' value is associated with the higher level of complaint behaviors compared with no action. In terms of consumers' unethicality, no harm unethicality is associated with the types of each consumer complaint behavior except no action. On the other hand, both proactive and passive unethicality increase the possibility of no action. The policy implications of the consumer education are suggested as well as the directions of customer management strategies in the business sector.

키워드

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