Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A Qualitative Study on Consumer Complaint Behavior Based on Cross Cultural Differences -Focusing on the Formation Process of Complaint Behavior by Korea and British Millennial Consumers

문화적 특성에 따른 온라인 구매 후 불평행동에 관한 질적 연구 - 한국과 영국 소비자의 불평행동 형성 과정 비교를 중심으로 -

  • Lee, Areum (Dept. of Clothing and Textile, Pusan National University) ;
  • Lee, Jin Hwa (Dept. of Clothing and Textile, Pusan National University)
  • Received : 2020.04.23
  • Accepted : 2020.05.22
  • Published : 2020.06.30
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Abstract

This study examines the cultural differences in Korea and the United Kingdom, and how they affect consumer complaint behavior(CCB). Technological advances allow consumers to easily access information anywhere in the world using the internet thus they demand even higher expectations from the sellers. Consumers from different cultural backgrounds, especially the millennial generation, have different ways of expressing a dissatisfying shopping experience. For this comparative study, in-depth interviews were conducted based on the methodology set by grounded theory. The results of the axial coding produced by recombining the data from open coding were visualized as a paradigm model. The main phenomenon of attitude towards complaining was formed following the causal conditions of dissatisfaction that occurred after purchasing fashion products online. The contextual condition, which is the cultural factors, affects the formation of the attitude towards complaining; and the intervening conditions, which are personal value and amplifications of dissatisfaction, had a moderating effect between the causal condition and the main phenomenon. Complaining costs, the likelihood of successful complaint, attribution, and the importance of the product were the determinants of the complaining behavior after the attitude towards complaining was formed. As a result, there were three classifications of consumer complaining behavior: no action, private action, and public action. This research will serve as a guide for online companies that wish to enter the UK fashion industry with a competitive edge.

Keywords

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