隨著網路環境的日益成熟，網路購物的市場規模逐年成長，網路購物方式是企業不可忽略的商機；然而網路交易無法面對面銀貨兩訖，因此常有服務不符客戶期待造成顧客抱怨之情況，若能了解網路消費者的抱怨行為並做進一步之研究，可幫助企業規劃抱怨處理的相關政策。 本研究提出四種抱怨行為分類分別為無行動、口碑傳播、向企業抱怨與向第三方團體抱怨，並根據網路消費者所採用的行為計算其積極程度，進一步探討產品重要性、對抱怨的態度、不滿意程度與負面情緒等因素對抱怨行為之積極程度的影響。 本研究以曾有過不滿意網路購物經驗的網路消費者為對象，透過問卷調查方式進行資料蒐集與分析，研究結果發現: (1) 產品重要性對於抱怨行為有顯著的正向影響。 (2) 網路消費者對抱怨的態度對於抱怨行為有顯著的正向影響。(3) 不滿意程度對於抱怨行為有顯著的正向影響。(4) 負面情緒對於不滿意程度有顯著的正向影響。(5) 負面情緒對於抱怨行為有顯著的正向影響。With the maturity of network environment, the amount of online shopping has grown up and the market is burgeoning year by year. Online shopping is an opportunity for enterprises to expand their business and market shares. But in online shopping environment the enterprises lack face to face with customers. It is easily happened that the online shopping service cannot match customer’s expectations resulting in customer complaints. So the purpose of this research is to deepen our understanding of customer complaint behavior in online shopping environment to help enterprises planning complaints handling policy. This study classified four customer complaint behaviors: no action, word of mouth, voice complaint and third party complaint. And according to the customer’s actual complaint behavior, this study calculated the complaint behavior’s active degree. This research discussed the relationship between importance of the product, attitude toward complaint, level of dissatisfaction, negative emotion and complaint behavior. This research collected data through questionnaire survey. Respondents were online shopping consumers with dissatisfactory experience in the online shopping context. The findings are:(1)Importance of the product has significant effect on complaint behavior.(2)Attitude toward complaint has significant effect on complaint behavior.(3)Level of dissatisfaction has significant effect on complaint behavior.(4)Negative emotion has significant effect on level of dissatisfaction.(5)Negative emotion has significant effect on complaint behavior.
