온라인(On-line) 스포츠제품 구매 후 소비자 불평행동에 관한 연구 - SNS활동을 중심으로 -

Abstract

Purpose: The purpose of this study is to identify consumer complaining behavior according to the level of SNS participation and purchase type of sports products. Method: The subjects of this study were 396 people who using SNS. This study used exploratory factor analysis, reliability analysis, frequency analysis, correlation analysis, discriptive statistic, t-test, one-way ANOVA. Results: First, the factor of direct complaint among consumer complaining behavior did not show statistically significant differences in all demographic characteristics. Second, male groups with higher ages, higher incomes, and higher one-time expenditures are more likely to engage in public-net behavior than those who do not. Third, the SNS high participation / tangible & intangible sports product purchase group showed stronger direct complaint than the SNS low participation / tangible sports product purchase group. Conclusion: Despite the importance of research on consumer complaining behavior, there is a case where the lack of previous research prevents the company from preemptively responding to consumer dissatisfaction and complaints. Therefore, more in-depth understanding of consumers and the establishment of an efficient management system for complaints should be established.