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/).

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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  -