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Consumers’ complaint behaviors are critical in determining repurchase behaviors in online shopping. An understanding of complaint behaviors can provide insight to the failed service experience with consumers and in turn, effectively redress consumers’ problems. Therefore, it is important to comprehend the antecedents of complaint intentions in online shopping. The major issue is two-fold: behavior and technology. This study thus integrates justice theory and expectation-confirmation model to examine the antecedents of complaint intentions in terms of these two issues. Moreover, customer satisfaction is an important mediator in the relationship structure. Data are collected from online shoppers with dissatisfied experience. Structural equation modeling is used to analyze this model. The results indicate that distributive justice and interactional justice are important in influencing customer satisfaction and complaint intentions while interactional justice is not. Technology-based antecedents, such as perceived usefulness, are all important in determining customer satisfaction and complaint intentions. Implications for managers and scholars are discussed.

UNDERSTANDING DETERMINANTS OF COMPLAINT INTENTIONS IN ONLINE SHOPPING - The Perspectives of Justice and Technology