|
|||||
|
|
Consumer complaint channel choice in online and offline purchases |
|
| Authors: | Seul Lee Brenda J Cude |
| Institution: | 1. College of Journalism and Communications, University of Florida, Florida, USA;2. Department of Housing and Consumer Economics, University of Georgia, Athens, Georgia, USA |
| Abstract: | This research explored the influence of the purchase environment on the choice of complaint channel. The study was based on responses from 480 undergraduate students who participated in a 2 (purchase environment: offline vs. online) × 2 (the degree of dissatisfaction: weak vs. strong) online experiment. Consumers who purchased online were more likely to complain online than those who made their purchase offline. Online complaining among online purchasers increased with the degree of dissatisfaction. The research suggests that future researchers should include consumer complaint channel choices when examining consumer complaining behaviour. |
| Keywords: | Channel choice behaviour complaints consumer behaviour electronic commerce online complaining behaviour redress environment |