Abstract
This paper focuses on factors related to consumer complaint behavior tendency in Internet. Current literatures from home and abroad focus on how to improve consumer’s satisfaction and loyalty, while there are still relatively few researches on consumer dissatisfaction and complaint behavior. Based on the analysis of consumer complaint behavior tendency in Internet, this paper discusses the factors related to consumer complaint behavior. Hypothesis test of the factors by means of structural equation model, and the model has been modified by LISREL software and has come a conclusion that some factors are related to consumer complaint behavior in Internet. The research indicates that the factors, which consist of online consumer characteristics, product characteristics, consumer attitude to complaint, customer satisfaction and shopping experience, have a positive impact on web consumer complaint behavior tendency.
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