Artigo Acesso aberto

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

ISSN

2236-269X

Autores

Megawati Simanjuntak,

Tópico(s)

Consumer Retail Behavior Studies

Resumo

The 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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