| dc.description.abstract | The aim of this research attempts to investigate whether the expectation of punishment will influence consumer behaviors under different scenario. We introduce three types of contextual interference which includes perceived justice (distributive justice / procedural fairness / interactional justice), punishment attributes (severe / flexibility / give appropriate explanations) and the degree of control (controllable / uncontrollable) in order to measure their impacts on the dependent variables such as, “Consumer attitude”, “Customer perceived value”, “Store image”, “Customer satisfaction”, “Word of mouth” and “Customer loyalty”. In this study, we conducted two experiments, comprised of a set of online questionnaire and a set of paper-based questionnaire. There are seven hundred and fifty seven questionnaires is effective. The results of this study showed that:
1. Expectation of punishment can produce significant impacts on consumers. The punishment with expectation has better results on consumer attitude, customer perceived value and store image, customer satisfaction, word of mouth and customer loyalty compared with the one without expectation.
2. Distributive justice, procedural justice and interactional justice can make a significant difference on consumer attitudes, customer perceived value and store image, customer satisfaction, word of mouth and customer loyalty when punishment is unexpected. Among these factors, distributive justice has the greatest effectiveness, followed by procedural justice and interactive fair makes the least difference.
3. The punishment severe, flexibility and give the proper interpretation can make a significant difference on consumer attitude, customer perceived value and store image, customer satisfaction and customer loyalty when punishment is unexpected. Severe is the most effective factor, follow by flexible and to give the proper interpretation has the least effectiveness.
4. Compared with controllable events, uncontrollable events have poorer performance on consumer attitudes, customer perceived value and store image, customer satisfaction, word of mouth and customer loyalty when punishment is unexpected.
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