消费失败后顾客情绪反应及其对投诉渠道选择的影响

顾客投诉作为企业与顾客的一种沟通，得到了很多学者和实践者的重视，但顾客在投诉过程中的心理及行为研究较少。文章将情绪引入顾客投诉行为中，把投诉看作一种特殊的沟通，以媒介丰度理论为基础，探索投诉者的情绪反应及其对投诉渠道选择的影响。旨在充实顾客投诉研究，为企业的投诉管理和渠道建设提供一定的指导和建议。

Consumer's Emotional Response to Consumption Failure and its Influence on Complaint Channel Choice

As a kind of communication between companies and consumers,consumer complaint attracts more and more attention from scholars and marketing practitioners.But there is a lack of research on the consumer's psychology and behavior in the process of complaint.The study integrates emotion with consumer complaining behavior,which is viewed as a special communication task,and explores the influence of emotions of consumers who complain about the company on the complaint channel choice,based on media richness theory...