ABSTRACT

The purpose of this study is to investigate the impacts of assertiveness, aggressiveness, and perceived risks on consumer complaining behavior (CCB) in the tourism and hospitality sector. This research utilized a quantitative methodology through the implementation of a two-stage study based on surveys. Study 1 examined the impacts of assertiveness, aggressiveness, and perceived risks on CCB in the context of low-quality summer vacation, while Study 2 further investigated the relationships in the research model by replicating the survey within the framework of high-quality summer vacation. The results were then analyzed through factor and regression analyses. Both of the studies demonstrated that assertiveness positively influences CCB directly and also indirectly via the mediating effect of perceived risks. It was found that aggressiveness positively influences CCB when consumers have high service quality expectations but when they have low expectations for service quality, it is insignificant.

摘要

本研究的目的是调查自信、攻击性和感知风险对旅游和酒店业消费者投诉行为 (CCB) 的影响。这项研究通过实施基于调查的两阶段研究，采用了定量方法。研究 1 考察了低质量暑假背景下的自信、进取性和感知风险对建行的影响，而研究 2 通过在高质量暑假框架内复制调查进一步研究了研究模型中的关系。然后通过因子和回归分析对结果进行分析。这两项研究都表明，自信通过感知风险的中介作用直接和间接地对建行产生积极影响。