Predicting the Determinants of Consumer Complaint Behavior in E-Commerce Live-Streaming: A Two-Staged SEM-ANN Approach
研究采用两阶段结构方程模型与人工神经网络方法，分析电商直播中消费者投诉的关键影响因素及其非线性关系，发现消费者困惑和群体投诉通过不同动机影响投诉行为，对平台管理者和政策制定者有参考价值。
In recent years, the number of consumer complaints in the live-streaming e-commerce industry has sharply increased, seriously affecting the operation and management of platforms and the sustainable development of the live-streaming economy. However, the key influencing factors, underlying mechanisms, and theoretical models of consumer complaints have not been fully explored. Therefore, we innovatively propose a two-staged SEM-ANN technique to identify key influencing factors and explore their nonlinear relationships. Through experimental analysis of the collected data, we have found several interesting conclusions. The results show that consumer confusion positively influences the venting negative emotional motives and produces negative attitudes, and consumer confusion positively influences altruistic motives. Group complaints positively influence the venting negative emotional motives and altruistic motives. At the same time, it has been confirmed that altruistic motives have significant mediating effects. The findings contribute to the literature and guide to help managers, participants, and policymakers establish effective and innovative operational management measures.