An Empirical Analysis of Brand Effects on Online Consumer Repurchase Behavior After Unsatisfied Experience

摘要

This paper examines the online repurchase behavior and customer's complaint particularly given the customer has experienced an unsatisfied shopping. We use Least Square Dummy Variable method to construct fixed-effects models and use text mining to analyze Amazon review data. The empirical results show there are brand effects on repurchase behavior after unsatisfied experience. It proves that brand is a crucial factor affecting online consumer repurchase behavior after unsatisfied experience. Transaction-specific satisfaction and overall satisfaction have different influences on repurchase behavior after unsatisfied experience. The opposite effects of these two factors reflect that different kind of satisfaction has different influence on repurchase behavior after unsatisfied experience. We find that after unsatisfied experience, the frequency of repurchase behavior on popular brand is less than that on unpopular brand. Customers prefer to repurchase unpopular brand after unsatisfied experience. This paper figures out that the factors influencing customers' repurchase behavior after unsatisfied experience are more related to product itself, but less to channel.