The influence of payer vs partial payers on customers’ complaint i ntentions: the mediating role of embarrassment avoidance

The influence of payer vs partial payers on customers’ complaint i

ntentions: the mediating role of embarrassment avoidance

Chia-Jung Chang, Hui-Hsiung Huang,

Pei-Ru Li, Chien-Yuan Hung

2017/05/14

ra r w

Lite tu e Revie Stu y d G ene ral s ss o Di cu i n rod o

Int uct n

The role in group consumption

f of

The inuence ‘w o a dh p i ’ n e ct n t o r a o o s re vice fa l r s o si u e in c n ume c mp intr o la

a or as r d

beh vi h eceive l lit e atent n .o

Psychological mechanism

f r s o rs r of s r fa l r Die ent cu t me expe ience e vice i u e

→ loA ne s v . With so al oci c mp ni na o s

arrass a o da Emb ment v i nce

Ga s p

2

a Ma la ao a al a a

(F n, t , & Zh , 2015; Hu ng et ., 2014; Hu ng & W ng, 2014)

1) Ex mining the eect a f of w o a d o ‘ h p i ’ n CCB hen enc unte w o r s r fa l r alo rs s w so al o a ing e vice i u e ne ve u being ith ci c mp ni o s n .

2) Inve tg te the ie ence s a d f r of the p ye & p t p ye (i.e. a r ar al a r s ar h e equ y/g Dutch) n e ctng t all o o r a o s r e vice fa l r s i u e . 3) Exp lor w e hethe emb r arrass ment v i a o da nce ct a s as the p

s ych olo gic mech ni m behin the b ve ie ence in c al a s d a o d f r s o mp int intent n . la o s

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Lite tu e Revie Stu y d G ene ral s ss o Di cu i n rod o

Int uct n

s ar s o s Re e ch Que t n

3

so r of o rs The u ce the ’

f s o inuence n CCB r rso al f

Inte pe n inuence o o sn c n ume beh vir a or

rod o

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4

→ Die entf r rol s d f re , ie ent e ct n r a o s to s re vice fa l r s roi u e in g up c n uming. o s

o ras

(B n & P , 1984)

→ Othe cu t me inuence expe ience &r s o rs f r al a o a d al r a or a l ev u t n, n te beh vi . (D h et al ., 2001; M ao i , 2014)

→ Making c mp int o la s depends o n their r o s of o r s o rs r s

pe cept n the cu t me ’ p e ence a o

(Y n & L tz, 2009).

→ S ci p e enceo al r s of othe c e ters r a arrass for o s rs a l emb ment c n ume (D h

al

et ., 2001).

→ oC mp int intent nla o s

with so al oci c mp ni na o s low r a e th n alone

a o s rs s l ro ll all or o w o

H1. The p ying c n ume ( p itng the g up bi equ y g ing Dutch) h

o r s r fa l r s w ll a r o la o s w ar

enc unte e vice i u e i h ve highe c mp int intent n hen they e alo a wne th n hen they ar we ith so al oci c mp ni n .a o s

→ When a s r e vice fa l r o i u e ccu in g up c n uming, the p rs ro o s r do e min nt emb a arrass ment v i a o da nce might inhibit c o

la a ors

mp int beh vi . rod o

Int uct n Lite tu e Revie ra r w Stu y d G ene ral s ss o Di cu i n

5 arrass a o da w ll d a f of w o

H2. Emb ment v i nce i me i te the eect h a d a d w so al o a o s or alo o s o rs p i (p i ith ci c mp ni n ne) n cu t me ’

o la o s

c mp int intent n .

r s of o rs a d r al a o s d d The p e ence the n thei ev u t n in uce

arrass Ma s ad a o

emb ment ( n te & Semin, 1981; Z j nc, 1965).

• A s ing e l fa or w ct ith t wo l eve ( ls alo ne v . in-g up i s ro s a o

tu t n) bet een- ubject expe iment w s s r al d s e ign

• Scen i : e vice ar os s r fa l r a r s a ra i u e t e t u nt

• Depen ent me u e : d as r s

① c mp int intent n o la o : Signi ic nt ( f a alo ne v . in-g u s ro s a o o s ar ro ll a p itu t n); g Dutch & h ing the g up bi h v

o s f a d f r

e n n- igni ic nt ie ence.

rod o

Int uct n Lite tu e Revie ra r w Stu y d G ene ral s ss o Di cu i n

6 was s or d

H1 upp te .

② emb arrass ment v i a o da nce : Signi ic nt. f a

r alo ad low r s or a ro s Dinne ne h the e c e th n in-g up

a o itu t n.

③ emb arrass ment v i a o da nce cte a d as a me i t d a or b

w s ar os a d o la o

et een the cen i n c mp int intent n.

rod o

Int uct n Lite tu e Revie ra r w Stu y d G ene ral s ss o Di cu i n

7 was s or d

H2 upp te .

• The etc imp ic t n or al l a o s

1) Sep ara tng the rol fro e m the c n ume o s r

→ P ye a rs a d n P t p ye ar al a rs h ve ie ent inuence a d f r f s o n

o s r o la a or follow a s r

c n ume c mp int beh vi (CCB) ing e vic fa l r

e i u e.

2) Emb arrass ment v i a o da nce o ld c u be p ych a s olo gic m al

a s d d f r w wo s a o

ech ni m behin the ie ence bet een t itu t n s w ( hen pe p e ine o l d alo ne or in-g up). ro

• Ma a r al n ge i imp ic t n l a o s

Ma a rs a ro d n ge c n p vi e mu tp e p iv te c mp int ch nne l l r a o la a l s o t the p tent c mp ine o al o la rs a d fa l a n ci it te the c mp int o la

ro ss p ce . rod o

Int uct n Lite tu e Revie ra r w Stu y d G ene ral s ss o Di cu i n

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Thanks for your attention.