A Study on the Consumer Complaining Behavior

소비자불평행동에 관한 연구 - 불만족의 귀인을 중심으로

The purpose of this study was to provide basic data for consumer complaining behavior. For this purpose, questionaire was given to 600 individuals who have resided in Seoul as the housewife consumer and possessed the experience to use the purchased refrigerators within the period of 5 years. 437 data were analyzed by the statistical methods like frequency, percentage, ANOVA, Duncan's Multiple Range Test, X2-test, Pearson's correlation and multiple regression analysis. The results of this study were described as follows; 1) Complaining behavior have shown significant differences according to housewife's age, degree of perceived housewife's consumer education, husband's job and housewife's job. 2) The type of attribution of dissatisfaction have shown significant differences according to husband's job, housewife's job and family income. 3) There was significant difference in the complaining behavior according to the type of causal attribution and responsibility attribution. 4) The complaining behavior was influenced by causal attribution of dissatisfaction, responsibility attribution of dissatisfaction, family income, degree of perceived housewife's consumer education, husband's job and housewife's age. And the relative contribution of each variable explaining the complaining behavior was decreased according to the order of variables that were described.