Predicting online consumer complaints in Northern Taiwan

In the past, consumer complaints were considered time consuming and exhaustive, especially in seeking redress or replacement; however, the situation has changed since the rapid development of internet communication systems. Recent studies show that most consumers perceive online opinions to be trustworthy, therefore, the potential impact of online communications, especially negative evaluations of companies or products, should not be underestimated. The purpose of this study is to explore the influential factors of consumer online complaint intentions with the theory of planned behavior and anticipated affects. University students (N = 235) who have experienced less satisfying products or services are under investigation. Results reveal that perceived behavioral control and anticipated negative affect have significant influence on consumers’ intention to complain via the internet, both privately and publicly. In addition, attitude and subjective norm, impact consumers’ intent to make online public complaints. The theory of planned behavior shows a moderate fit with our data. Implications for practical and academic research are discussed, and suggestions for future studies are offered.   Key words: Online complaint, theory of planned behavior, positive effect, negative effect.