Generation Y’s Complaint Behavior toward Online Shopping

Abstract

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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