Why should I not complain? Analysing eShopper’s behaviour in digital supply chain

Mehwish Waheed (), Noor Ul-Ain and Riezebos Jan ()
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Mehwish Waheed: Smart BIS - Smart Business Information Systems - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], IMT-BS - TIM - Département Technologies, Information & Management - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris]
Noor Ul-Ain: DVRC - De Vinci Research Center - DVHE - De Vinci Higher Education
Riezebos Jan: University of Groningen [Groningen]

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Abstract: This study provides insight into the consumer's experience and the factors that trigger complaint behaviour among eShoppers of Tech-products from Amazon after the surge of COVID-19. The online survey was used to collect data from Amazon eShoppers. In total, 316 response data were subjected to reliability and validity analysis, along with the PLS algorithm and bootstrap significance analysis to validate the structural relationships. Justice was proved to be a second-order reflective construct having three latent constructs (procedural, distributive, and interactional justice). A significant positive relationship between justice, security, and consumer satisfaction was found. Similarly, word of mouth and consumer satisfaction account for a positive significant impact on complaint intention. The framework is a novel contribution towards eCommerce DSC and provides implications for DSC managers and eVendors to evaluate the eShoppers concerns in the context of digital social exchange, particularly after COVID-19.

Date: 2023-10-13
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Published in ItAIS 2023 : 20th conference of the Italian Chapter of AIS (Association for Information Systems). "Business and people ecosystems in the digital society", Association for Information Systems (AIS), Oct 2023, Torino, Italy

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