National Character and Purchase Dissatisfaction Response

Abstract

This study employs the concept of national character and previously developed approaches for measuring consumer complaint intentions to investigate the relationship between national character and specific consumer responses to purchase dissatisfaction. Sample data were collected at a university in the U.S. and two
universities in Taiwan. Significant relationships were found between national character and the type of complaining behavior in which consumers engage. American respondents were more likely to complain to a seller and to take legal action than Taiwan respondents were. Respondents in Taiwan were more likely to take no action in response to a dissatisfying purchase.