Generation Y’s Complaint Behavior toward Online Shopping
2019; INSTITUTO FEDERAL DE SÃO PAULO; Volume: 10; Issue: 1 Linguagem: Inglês
10.14807/ijmp.v10i1.839
ISSN2236-269X
Autores Tópico(s)Consumer Retail Behavior Studies
ResumoThe purpose of this research was to analyze factors that influence Generation Y’s complaint behavior in online shopping. In general, Generation Y’s consumer of this research have a good perception of consumer rights. In contrast, the result showed that Generation Y in this research had a low complaint behavior. The research found that gender, strivers lifestyle, and number of social media account were influence Generation Y’s complaint behavior in online shopping. The result showed that male student did more complaint than female student. Generation Y who had strivers lifestyle will increase complaint behavior. The more Generation Y had social media account, the more Generation Y prefer to did a complaint.
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