Online Customer View: Positive Effect of Consumer Complaint in Domestic Appliance Purchase
- DOI
- 10.2991/icemaess-15.2016.123How to use a DOI?
- Keywords
- Consumer complaint behavior, positive effect, online customer, purchase.
- Abstract
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.
- Copyright
- © 2016, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Jiacan Wu AU - Ying Tao AU - Wei Zhang AU - MingFeng Wang PY - 2015/12 DA - 2015/12 TI - Online Customer View: Positive Effect of Consumer Complaint in Domestic Appliance Purchase BT - Proceedings of the 2015 3rd International Conference on Education, Management, Arts, Economics and Social Science PB - Atlantis Press SP - 560 EP - 566 SN - 2352-5398 UR - https://doi.org/10.2991/icemaess-15.2016.123 DO - 10.2991/icemaess-15.2016.123 ID - Wu2015/12 ER -