網路購物抱怨意圖影響前因之研究

The Antecedents of Complaint Intention on Internet Shopping

10.6983/KHHYKTHP.201103.0101

林義屏(Yi-Ping Lin)；董玉娟(Yu-Chuan Tung)

網路購物 ； 抱怨意圖 ； 個人自信 ； 期望價值 ； internet shopping ； complaint intention ； self-confidence ； expectancy value

高雄海洋科大學報

25期（2011 / 03 / 01）

101 - 127

繁體中文

隨著網路購物環境的日趨成熟，針對網路消費者抱怨行為及意圖做進一步探討更形重要。本研究以網路消費者為研究對象，探討個人自信、對抱怨的態度與先前抱怨經驗等消費者個人特性變數及產品重要性、不滿意強度、責任歸因與期望價值等情境因素變數是否會直接或透過其他變數間接對網路消費者的抱怨意圖產生影響。透過網路問卷的資料蒐集，研究發現網路消費者的個人自信程度愈高、對抱怨的態度愈正面與過去抱怨的經驗愈豐富，其採取私下抱怨或向企業抱怨的可能性愈會增加。而網路消費者的個人自信程度愈高與主觀認知的產品重要性愈高，愈可能向第三團體提出抱怨。

As internet shopping matures, it is becoming increasingly important to study complaint intention and behavior. This study looks at two types of predictor: individual traits, such as self-confidence, attitude towards making complaints and prior experience of complaining, and situational factors, such as product importance, intensity of dissatisfaction, attribution of blame, and expectations. The subjects of this study were internet shoppers and the research was carried out by on-line questionnaire. The findings show that the higher the level of self-confidence, the more positive the attitude toward complaining. A positive correlation was found between previous experience of making complaints and the likelihood of making further complaints both in private to friends and family, and to the business that provided the product or service. Higher levels of self-confidence and perceived product importance also led to a greater likelihood of making a complaint to a third party.