Consumer Acceptance of Online Complaint Forms: An Integration of TPB, TAM and Values Perspective

Abstract

Although online complaint forms have long been used in the online environment, the problem of identifying the best of the prevalent theoretical models has been relatively ignored until a few studies recently attempted to examine this issue using the integrated model. This study explores the various advantages of online complaint forms in order to establish a positive factor named perceived value and the study further integrates the model of the theory of planned behavior (TPB) and the acceptance model (TAM) with the aim of explaining consumer acceptance of online complaint forms. Empirical data were obtained from a questionnaire survey fielded in Taiwan. A confirmatory factor analysis (CFA). using AMOS 19.0, was conducted to test the causal relationships. Notable among the findings was that an integrated model with perceived value is superior to the TPB and the TAM in terms of its ability to explain user acceptance of online complaint forms. Moreover, the predictors of the TPB and the TAM as well as perceived value have had different significant effects in predicting the intention of using an online complaint form. The findings also suggest that marketers need to formulate implementation strategies that enhance the likelihood of a user’s seeing online complaint forms as a useful tool in lodging their complaints.