A Research On How Consumers’ Retaliation Happened In Online Shopping

The performance of consumer harm in the context of online shopping is significantly different from the traditional offline experience,and the path of online shopping consumer retaliation is also different from the traditional offline retaliation.Based on the results of previous studies,this study constructed a model of the relationship between the type of injury that consumers suffered under the context of online shopping,anger,vengeance intention,and retaliation select(direct retaliation or indirect retaliation).Questionnaires survey method was used to systematically explore the psychological path of consumers’ perception of injury affecting vengeance intention and retaliation select through the anger,and examines the effects of ethical judgments moderating the relationships.The study found that:(1)Under the online shopping environment,the harm consumers suffered relate mainly to four aspects like commodity and price,demand satisfaction,service convenience,and non-monetary costs.(2)Consumers have significant differences in their retaliatory actions.Some consumers take direct retaliation for injuries and some consumers choose indirect retaliation.(3)There are significant differences in the effects of different forms of injury on consumers’ anger,vengeance intention,and retaliation select.(4)The commodity and price harm can positive affect vengeance intention directly and indirect through anger.(5)The demand satisfaction harm indirectly influences vengeance intention through anger,and indirectly positively influences indirect retaliation by provoking anger and vengeance intention.The demand satisfaction harm can also directly affect direct retaliation,directly negatively affect indirect retaliation.(6)The service convenience harm positive influences anger and direct retaliation directly,indirectly affects vengeance intention and indirect retaliation,and can promote indirect retaliation through anger and vengeance intention.(7)The non-monetary costs harm directly positive influences anger,vengeance intention,and direct retaliation.The non-monetary costs harm can affect indirect retaliation through anger and vengeance intention.(8)From anger to direct retaliation,Ethical judgments play a moderation role;the urging effect of anger to direct retaliation is affected by ethical judgments.The higher the level of ethical judgments,the greater the anger of consumers are.The effect of direct retaliation is smaller.