网购认知与顾客抱怨行为的关系研究

摘要

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。%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.