A Research Paper on Process of Complaint Behavior Towards Social Commerce, Based on Attribution Theory

Yaeeun Kim, Korea Advanced Institute of Science and Technology, South Korea
Younghoon Chang, Korea Advanced Institute of Science and Technology, South Korea
Myeong-cheol Park, Korea Advanced Institute of Science and Technology, South Korea
Through survey, we found that the attributions that the consumers found themselves affect their post-purchase behavior. This study has implication in social commerce area because social commerce is based on the social network on which the consumers who are dissatisfied tend to complain.
[ to cite ]:
Yaeeun Kim, Younghoon Chang, and Myeong-cheol Park (2012) ,"A Research Paper on Process of Complaint Behavior Towards Social Commerce, Based on Attribution Theory", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1136-1136.