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insights into explaining and predicting complaint
behaviors in the online shopping.
Several important practical implications arise
from our findings. The survey result reported a high
proportion of online shoppers (over 65%) that has the
experience of a service or produce failure in online
shopping. Consumers not only want to express
negative feelings and to seek for redress, but also
want to give advices for improving the process of
products and services offered in online stores.
Therefore, online stores should take account of
consumer’s complaints, and pay attention on the
communication channel between online stores and
consumers. Specifically, distributive and interactional
justices and ECM-based components have indicated
well as the underlying drivers in determining
complaint intentions. The communication channel
should be considered from both marketing and
technological aspects and can be effectively
improved accordingly.
For marketing aspect, the products and treatments
of online stores play an important role in consumer’s
perceived justice. Online stores should maintain and
improve the quality of products and treat consumers
fairly with the implementation of customer
relationship management. For technological aspect,
online stores need to improve front-end and back-end
mechanisms simultaneously. In the front-end part,
online stores should implement new and useful
information and communication technologies, design
user-friendly system interface, build effective
searching engines, and develop easy understanding
form of layout. In the back-end part, online stores
can provide useful customized information to fulfill
consumer requirements and let consumers manage
their orders, payments, and deliveries in a more
efficient way.
Finally, a limitation of this study showed that
approximately 65% and 35% of the respondents are
female and male respectively. The result may not
reflect properly the regular population distribution of
gender and cause a potential bias against the current
findings. However, in fact, women are more likely to
do online shopping than man and this would, in
essence, reflect the actual situation.
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