인터넷 쇼핑몰에서의 불평행동에 대한 후회와 실망의 역할

Abstract

ABSTRACT

The Role of Regret and Disappointment for Complaining Behavior in Internet Shopping Mall

Kim, Sun Young Advisor: Prof. Hwang, Yun Yong Ph. D. Department of Business Administration Graduate School of Chosun University

Consumers pay attention to the tendency of reliant on emotional complaining behavior in associated with purchasing. This study identified the negative emotion from emotional response on consumption experience, and among them, it deals with sense of regret and disappointment. Although the sense of regret and disappointment are both important factors in the process of customer’s decision making, the existing studies have rather focused on sense of disappointment to sense of regret. A study on complaining behavior originated from experience of negative emotions addressed the attitude on traditional commerce but there is hardly any study on complaining behavior in Internet shopping mall has conducted. In this regards, this study examined how the sense of regret and disappointment in Internet shopping mall effect on complaining behavior such as exit, voice and loyalty. The primary result of this study presents as follows. First, it revealed that the sense of regret positive affect on the sense of disappointment. It shows that customer who experienced of sense of regret has tendency to think unselected other item is better and has sense of disappointment on purchased item. Second, consumers, who experienced of a sense of regret, are not meant statistically if they exit and voice but direction was coincided. The large the sense of regret, the bigger the exit and voice. Third, the disappointed consumer expresses complaining behavior to service providers or the 3rdparty. Whether service provider exits or not does not mean statistically though, it is correlated negatively. By complaining rather than leaving company, consumers seemed to resolve their dissatisfaction. Fourth, voice presents that it positively effects on the exist. Disappointed consumer make complaint about product and service to manager of shopping mall, if shopping mall does not handle with satisfaction about complain, this research shows that consumers stop using the mall but convert to other mall provides better products and service. Fifth, consumer with negative feeling experience of dissatisfaction, as a consequence it negatively effects on the degree of loyalty. This study show following lesson based on result of research. It dealt with sense of disappointment which was not covered fully in leading research. It mentioned the importance of disappointment by suggesting occurrence process of feeling of disappointment and the result. It covers the causal relationship between sense of regret and disappointment. This study revealed voice positive influence on exit among complaining behavior. It show that exit behavior is effected by negative feeling as well as voice. It suggested that the bigger the sense of disappoint the bigger the voice is and reveled cause to possibility to control frustration by manager of Internet shopping mall, indicated the importance of effort to reduce sense of disappointment by removing the such cause. The management of frustration is particularly very important as frustration affects on complain behavior. Customer who makes a complaint is someone who disappointed not regreted according to result of this study. As disappointed customers had expectation about service provider, they complain instead of exit. From this point, service provider should get over service failure by finding out what customer’s expectation and dissatisfied part. If service provider copes with appropriate countermeasure on complaint of customer, disappointed customer will remain as customer. If not, customer will exit. This research suggested that service provider should not let customer who is not expressing on complaint leave. As they are the one who want to change their choice due to sense of regret, they are willing to leave. As a result, companies should examine on customer who may dissatisfied or regret without expressing complaint at the point of service contact.