| In recent years, Internet has changed our lives, social contact, and communication’s style. And companies increasingly concern with the customers’ online interaction. Online complaints, a so-called "complaint of revolution", swept our society, such as ’destabilize’ event between celebrities and famous enterprises on micro-blog. Network functioning like a highly magnifying glass, by virtue of its powerful dissemination ability, and the enterprise service failures and shortcomings are exposed. Therefore, the research on online complaint behavior is of important research and practical significance. Comparing to the traditional complaint behavior as a new form, what are continued from the original characteristics of complaint behavior, and what is characterized by this new generation are this paper’s starting point.Existing research on consumer complaints are mostly from the perspective of customers or economic utility to predict complaint behavior. However, scholars have proven emotional and other psychological variables in the service failure scenarios explain more complaint behavior than the economic variables. In this paper, the main line for the study is to explore the psychological mechanism of complaint behavior and to analyze the common point. Predecessors pointed out that the relationship between customer and business is not a simple and once, but more like the complex and social, and this relationship will mediate the formation of complaint behavior. In this paper, relationship norms mediating effect on online complaint behavior is tested.The empirical studies show that:1) the main effect of the formation mechanism is the same as it of the traditional complaint behavior:the attribution of service failure have a significant impact on negative emotions; and negative emotions influence the online complaint behavior; 2) the mediating effect of relationship norms is significantly different:relationship norms’ mediating effect is not significant any more. |
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