Online Customer View: Positive Effect of Consumer Complaint in Domestic Appliance Purchase

摘要

Consumer complaint behavior (CCB) attracts increasing attention from most marketing scholars recently, but there are still few research focus on its positive effect from customer view. This study concentrates on online customer purchase behavior in domestic appliance, attempted to analyze the positive effect of CCB through observation, questionnaire survey and interview method. The study indicates that experienced online customers are inclined to cognize products which they are not familiar with by information collecting and processing from other customers' evaluation. Rather than positive customer evaluation, CCB could generate positive effect which can be more helpful for online customers' cognition, selection and purchase decision making on the products which they are not familiar with. The paper finds a new category of CCB, designs a new CCB taxonomy, proposes an Online Customer Product Evaluation Model (OCPE Model) based on domestic appliance purchase and provides some suggestion to companies on maximizing the positive influence caused by CCB.