A Study On The Influences Of Network Marketing Moral On Customer Complaint

The enterprise marketing behavior breaks through the traditional moral boundary, because of the virtual characteristics of the network. There has been a series of new marketing ethical issues, which not only harm the interests of consumers, but also limit the future development of the enterprise. Network consumers pay more and more attention to product and the safety of transactions. Consumers are no longer silent to accept the immoral behavior of the network merchants, but tend to complain and look for excellent solutions. It will have significant influence on the enterprise, if the consumer complaint couldn’t be properly treated. If the enterprise can deeply understand the reasons of consumer complaint and appropriately solve the problems, it will be more likely for them to win the loyalty of consumer.This study firstly reviewed the network marketing moral and customer complaint. And based on this, this paper formed the hypotheses, as well as the research model and corresponding indicator system. In order to explore the relationship between network marketing moral and customer complaint, through empirical analysis, consumers that had Taobao.com shopping experience were taken as the research objects. In this study the network marketing moral will be divided into five dimensions:the reliability of the transaction results, the security of the transaction process, integrity of the transaction process, the fairness of competition process, suitability of advertisement, and through related analysis and regression analysis to verify the relationship. In this thesis, SPSS17.0is used to analyze the sample date. Conclusions are as follows:reliability, safety, integrity, fairness, suitability have significant positive impact on consumer complaints. People have significant difference on the reliability, safety, integrity, fairness, suitability and consumer complaint among different gender, age, education, income and net buys frequency. Finally, two suggestions are given:to strengthen enterprise self-discipline, reduce immoral behavior, perfect access supervision system and legal laws and regulations, put an end to the network marketing immoral behavior, and reduce customer complaint.