基于技术接纳模型的顾客网络抱怨意向实证研究

A Empirical Study on Online-complaining Intention

本文在总结传统抱怨影响因素的基础上,基于互联网络环境,以技术接纳模型(TAM)为理论依据,对影响顾客网络抱怨的影响因素进行有效的实证研究,结果表明,网络抱怨的有效性和易用性是顾客选择网络抱怨的有效影响因素。

In this paper, based technology acceptance model, the authors analyse the consumer＇s online--complain intention ,and find that Perceived Usefulness（PU） and perceived ease of use（PEOU） are two major factors that affect consumer＇s intention. The results indicate that company can take advantage of network to feedback online--complain from consumers and handle them effectively and quickly to make a sound result.