국가 간 소비자불평의도 선행요인에 관한 비교 연구

The increasing interest among business firms to understand and respond more effectively to consumer’s dissatisfactions, complaints and defections is prompted largely by the economics of market penetration strategies. Such strategies depend on a firm’s success on two fronts: attracting new customers and selling more to current customers. In other words, understanding consumer dissatisfaction and its outcomes, a focus of consumer complaint behavior(CCB) research, has become a critical factor for business firms pursuing market penetration strategies where selling more to existing customers oftentimes is the key to profitability. However, the scope and breadth of previous CCB researches has been limited compare to their efforts. While most previous studies on offline-based CCB have focused on a variety of determinants of CCB based on Singh(1988)’s CCB typology, little is researched on CCB with situations under both online-based CCB and cross-cultural perspectives. Moreover, the extensive consumer complaining behavior (CCB) literature that has emerged since the 1970s has focused almost exclusively on U.S. consumers, and the few CCB studies conducted Out-side of the United States have suffered from a lack of integrating theory of how cultural influences CCB. To address these limited streams of previous research and further our understanding of e-CCB, this study was focused on the perspectives of determinant issues of e-CCB. As a result, this study’s findings clearly demonstrated that various variables have significant and different influence on the typology of e-CCB between Korean and U.S. samples.