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A Study on Characteristics of Consumer Complaining Behavior on Internet Fashion Shopping Malls  

Choi, Yun-Young (Dept. of Fashion Design, Pukyong National University)
Lee, Jin-Young (Dept. of Fashion Design, Pukyong National University)
Oh, Hee-Sun (Dept. of Design, Pukyong National University)
Suh, Yong-Han (Dept. of Distribution Management, Ulsan College)
Publication Information
Fashion & Textile Research Journal / v.6, no.5, 2004 , pp. 595-604 More about this Journal
Abstract
This study is to investigate complaining behavior of consumers who purchase fashion products on the internet, as well as to find how the complaining behaviors are related to the consumers' characteristics. The subjects of this study are limited to the consumers who have experienced dissatisfaction when purchasing fashion products through the internet. The questionnaires were administered to male and female respondents using the internet shopping mall. The results can be summarized as follows: The factor analysis shows that consumer complaining behaviors are fitted well into four factors(direct complaining behavior, private complaining behavior, third-party complaining behavior, and no response). In the difference analysis by consumer's complaining behavior styles and gender, private complaining and third-party complaining behavior were significant statistically. In the difference analysis between consumer's complaining behavior styles and internet self-efficacy. Internet self-efficacy was significantly different according to consumer's complaining behavior styles, especially for direct complaining, third-party complaining and no response. Private complaining behavior, third-party complaining behavior and no response were negatively related to consumer retention, while direct complaining behavior was not.
Keywords
internet fashion shopping mall; consumer complaining behaviors; internet self-efficacy;
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