在线购物中情境因素对顾客线上抱怨方式的影响  

The Influence of Situational Factors on the Online Customer Complaint Methods in Online Shopping

作　　者：王婧宇 庄贵军[1] 吴廉洁 Wang Jingyu;Zhuang Guijun;Wu Lianjie(School of Management,Xi'an Jiaotong University,Xi'an 710049;College of Business,City University of Hong Kong,Hong Kong 999077;Huawei Technologies Co.,Ltd.,Shenzhen 518129)

机构地区：[1]西安交通大学管理学院,西安710049 [2]香港城市大学商学院,香港999077 [3]华为技术有限公司,深圳518129

出　　处：《管理评论》2018年第12期89-98,共10页Management Review

基　　金：国家自然科学基金重点项目(71132005)

摘　　要：以在线购物中有过抱怨经历的顾客为调查对象,通过logistic回归分析,探究了在线购物中,抱怨知识与经验、消费事件卷入度、抱怨求偿可能性、抱怨成本这四种情境因素对顾客线上抱怨方式的影响。分析了在线发表负面评价、联系在线客服抱怨、个人网络社交平台抱怨、公共网络投诉平台抱怨四类主要的线上抱怨行为各自的特征。研究结果表明:(1)四种情境因素对顾客线上抱怨方式选择的影响存在差异;(2)顾客在线发表负面评价和联系在线客服抱怨之间存在替代关系。在此基础上探讨了各线上抱怨方式之间的联系和区别,并和线下抱怨行为进行对比。研究结果有助于企业对顾客线上抱怨方式进行引导,使其能够有效管理顾客抱怨行为。Taking customers who have experienced customer complaint in online shopping as the respondents,this paper makes a logistic regression analysis to investigate how the situational factors,such as consumer involvement,expected benefits and costs,related knowledge and experiences,influence online customer complaint methods.Then we explore the characteristics of the four kinds of main complaints of online shopping including posting negative comments online,contacting online customer service,complaining though personal SNS and complaining though public online platform.The results suggest that (1)all the situational complaint factors have different significant impacts on each kind of customer complaint behavior of online shopping mentioned above.(2)There is a substitutional relation between posting negative comments online and contacting online customer service.That develops the further discussion of the relationship and differences among the four complaint methods of online shopping and the comparison between online and offline complaint behavior. The results can help companies guide customers'complaint methods so that they can manage customers'complaints behavior effectively.

关 键 词：顾客抱怨行为 情境因素 抱怨方式 线上抱怨 

分 类 号：F713.55[经济管理—市场营销]