ANALYZING COMPLAINT INTENTIONS IN ONLINE SHOPPING - The Perspective of Justice, Technology and Trust

Ing-Long Wu, Chu-Ying Fu


Customers’ complaint behaviors are the key to repurchase intention in online shopping. An understanding of the behaviors can provide insight to failed service experience and in turn, effectively redress their problems. Therefore, it is important to examine the underlying drivers of complaint intentions in online shopping. Online shopping is operated in a web-based virtual store. Online shoppers are both the buyers of products and users of web-sites. Moreover, trust belief on e-vendors determines the psychological state of individual shopping behaviors. Three major concerns particularly arise in this context, individual behavior, technology use, and trust. This study thus proposed a novel research model in an integration of justice, technology use, and trust issues to examine customer satisfaction and complaint behaviors. Data were collected from an online survey with online-shopping experience. The empirical results indicated that distributive justice and interactional justice contribute significantly to customer satisfaction and complaint intentions as procedural justice does not. Technology-based features and trust belief are both important in determining the two target variables. Implications for managers and scholars are further discussed.


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Paper Citation

in Harvard Style

Wu I. and Fu C. (2012). ANALYZING COMPLAINT INTENTIONS IN ONLINE SHOPPING - The Perspective of Justice, Technology and Trust . In Proceedings of the 8th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST, ISBN 978-989-8565-08-2, pages 511-517. DOI: 10.5220/0003880705110517

in Bibtex Style

author={Ing-Long Wu and Chu-Ying Fu},
title={ANALYZING COMPLAINT INTENTIONS IN ONLINE SHOPPING - The Perspective of Justice, Technology and Trust},
booktitle={Proceedings of the 8th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST,},

in EndNote Style

JO - Proceedings of the 8th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST,
TI - ANALYZING COMPLAINT INTENTIONS IN ONLINE SHOPPING - The Perspective of Justice, Technology and Trust
SN - 978-989-8565-08-2
AU - Wu I.
AU - Fu C.
PY - 2012
SP - 511
EP - 517
DO - 10.5220/0003880705110517