Factors Influencing Consumer Complaint Intentions: Saudi Online Shopping

This study investigated various factors influencing consumer complaint intentions among Saudi online shoppers. Specifically, it examines five key that influence intentions: demographic characteristics, attitude towards complaining, product attributes, previous shopping experience, and experience. To achieve this aim, conducted descriptive, quantitative research involving 412 shoppers who have experienced dissatisfaction with the items they bought online. A survey questionnaire measuring variables of interest was used to collect data. Five main hypotheses were tested, two these having sub-hypotheses. The findings indicated significant differences in intention by age group education, while no difference found consumers based on their gender. It also attitudes toward complaining significantly predict intention. Furthermore, experience positively affects These factors, like information quality, platform design, security privacy, delivery service range available e-commerce platform, affect Finally, influences paper provides valuable for businesses improving business model considers could customers. Overall, bridges knowledge gap regarding customer within context.