Authors:
Ing-Long Wu
1
and
Chu-Ying Fu
2
Affiliations:
1
National Chung Cheng University, Taiwan
;
2
WuFeng University of Science and Technology, Taiwan
Keyword(s):
Customer Satisfaction, Complaint Intention, Justice Theory, Expectation-confirmation Model, Trust.
Related
Ontology
Subjects/Areas/Topics:
e-Business and e-Commerce
;
Society, e-Business and e-Government
;
Web Information Systems and Technologies
Abstract:
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 contri
bute 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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