Research On The Influence Of Consumer Inertia On Complaint Intention

Consumer inertia refers to a behavioral pattern in which consumers are driven by habits,or in order to avoid consumption of time and energy.These Consumers tend to repeat purchases at previously purchased locations.In the past shopping environment,the main factor affecting consumer inertia is the distance factor.Consumers often do not change the merchant frequently for convenience.However,in the age.of network information,for consumers,the cost of conversion is greatly reduced,and the temptation is increasing.Therefore,the investigation of consumer inertia is also urgent.Foreign scholars have also discussed the antecedent variables and outcome variables of consumer inertia,pointing out that the attractiveness of alternatives,the price of goods,and the cost of transfer will all affect the inertia of consumers.Consumers affected by inertia are less likely to be dissatisfied with the shopping process,and even if they are dissatisfied,the willingness to make complaints will be lower.However,there is little research on why consumer inertia seems to reduce consumer complaints.In terms of empirical research on consumer inertia and complaints,the author believes that exploring the relationship between consumer inertia and complaint intentions can help to better understand consumer inertia.This paper combs relevant literature research and constructs a hypothetical model of the influence mechanism of consumer inertia on consumer complaints in the network context,and proposes between consumer inertia,consumer intervention,consumer tolerance zone and consumer complaint intention.Research hypotheses to help further refine existing research on consumer inertia and to attract scholars and merchant marketing staff to pay attention to consumer inertia.Therefore,this paper uses AMOS21.0 software to construct and use the structural equation model to analyze the collected questionnaires and complete the hypothesis and test of the model.