인터넷 상에서 소비자의 상호작용 스타일이 불평행동에 미치는 영향: 정성적 연구와 정량적 연구의 통합적 접근 = A Multimethod Study on the Effects of Consumers` Interaction Styles on Complaint Behavior

다국어 초록 (Multilingual Abstract)

Internet creates new virtual markets. The interests of both practitioners and academicians on the Internet market are increasing. The reason why the interests on Internet market is growing is based on characteristics of the Internet media. Previous researches have focused on interactive characteristics of the Internet as its competitive advantage. They suggest that interaction influences on attitude, purchase intention, loyalty, revisit intention, and advertising responses. This study focuses on a few issues of previous interaction research. First, previous research explains interaction from a company (website) perspective. Second, interaction research measures interaction as the level (high vs. low). Therefore, this study attempts to delve into different interaction styles from a consumer perspective. In particular, the purpose of this research is to determine the extent to which the interaction styles of assertiveness and aggression apply in website-consumer interactions. Also, this study attempts to develop measures of these interaction styles that possess acceptable levels of reliability and validity, and to examine the effects of interaction styles on consumers` complaint behavior. This research employes the multi-method approach which includes both a qualitative (study 1) and a quantitative methodology (study 2 and study 3). Study 1 identifies consumer interaction styles in website-consumer relationship using a qualitative methodology. Results reveal that both similarities and differences exist between interpersonal and non-interpersonal interaction styles. Study 2 reports the development of scales measuring interaction styles. From an item purification, 3 factors with 12 items were derived. The factor composition reflects the domains and constructs. Two factors are composed of assertiveness items regarding requesting information/assistance and remedy seeking. Another factor reflects aggressiveness. Cronbach`s alpha and composite reliability shows acceptable levels of internal consistency. Confirmatory factor analysis provides evidence for the discriminant and convergent validity of the measures. Study 3 was conducted to support the evidence of the reliability and validity developed in Study 2 and to examine the influences of interaction styles on complaint behaviors. The results provide additional evidence for the scales` reliability and validity, and show the robustness of the measures. Four consumer interaction styles were identified. The passive consumers(low assertion and low aggressiveness) seem to have the lowest propensity to engage in all types of complaining behavior because they have less favorable complaining attitude. However, the effects of aggressiveness and assertiveness are mixed. Assertive consumers (high assertion and low aggressiveness) have the higher voicing intention than non-assertive consumers (low assertion and high aggressiveness), while aggressive consumers are associated with complaint to friends, e-masses, and third parties compared to non-aggressive consumers. Assertion-aggression consumers (high assertion, high aggressiveness) have the highest complaining behavior intention than any of the other groups. Given these findings, the results contribute theoretical development in the area of consumer behavior study. Also, this research gives valuable information to both academicians and practitioners. Despite these meaningful contributions, this research has some limitations. Thus, much more future research endeavors on Internet interaction styles are needed in order to advance the field in a meaningful way.

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