CAJ | 학술논문

在网络购物过程中,顾客会因各种产品质量问题而感到不满意,从而产生抱怨行为。基于此,文章在网络购物背景下,分析顾客抱怨行为的影响因素,通过层级回归方法,重点探讨网购认知与顾客抱怨行为的关系。研究发现网购认知与顾客抱怨行为倾向之间存在正向关系,网购认知越高,顾客抱怨行为倾向越高。并且网购认知对向卖方抱怨、私下抱怨以及向第三方机构抱怨等三类抱怨行为均存在较大影响。因此电子商务企业应加强顾客抱怨管理,提升顾客满意度。
재망락구물과정중,고객회인각충산품질량문제이감도불만의,종이산생포원행위。기우차,문장재망락구물배경하,분석고객포원행위적영향인소,통과층급회귀방법,중점탐토망구인지여고객포원행위적관계。연구발현망구인지여고객포원행위경향지간존재정향관계,망구인지월고,고객포원행위경향월고。병차망구인지대향매방포원、사하포원이급향제삼방궤구포원등삼류포원행위균존재교대영향。인차전자상무기업응가강고객포원관리,제승고객만의도。
The customer complaint behavior （CCB）could be caused by service failure and the consequent perceived dissatisfaction in online shopping. This paper analyzes the influence factors of CCB, focus on relationship between online shopping perception and CCB through hierarchical regression. The results show that online shopping has a positive effect on CCB. There is a significant influence of online shopping perception on direct complaint, private complaint and third-party complaint. So e-commerce businesses should strengthen customer complaints management to improve customer＇s satisfaction.