The purpose of this study was to examine the post-purchasing behavior focusing on dissatisfaction and complaint behavior. There were some studies concerning dissatisfaction in on-line shopping related to satisfaction and intention to re-buying, but did not focus the relationship with complaint behavior, or identified the factors specifically related to consumer's dissatisfaction. In this study, it was examined to minimize the consumer's dissatisfaction and complaint behavior by investigating the detailed factors relating dissatisfactions and complaint behaviors after shopping apparel goods on the internet. Two hundred fifty five customers who had purchased fashion products in internet shopping had participated in this study. The data was analyzed by factor analysis, regression analysis using SPSS program. As the result, first, product, delivery, returning and price factor were extracted as factors of dissatisfaction, and as factors of complaint behavior, legal action, private action, remedial action were investigated. Second, dissatisfaction was significantly effected on complaint behavior. Specially, returning factor and price factor had effect on legal action, product, delivery factor had on private action and returning factor had affected remedial action. Third, more purchasing frequency, less dissatisfaction. Also, female had more dissatisfaction than male. Finally, more dissatisfaction and compliant behavior, less repurchasing intention. Based on these results, internet shopping fashion marketing strategies were suggested.

Researches on after-sales quality have centered on home electric appliances, figuring out how factors influencing after-sales service quality are causally related to customer's behavioral intentions, via consumer satisfaction as an intermediary parameter.

Drawing on Herzberg's two-factor theory, this article suggests that visitors to rural tourism base their overall evaluation with an experience on their consideration of two types of aspects referred to as either 'motivators' and 'hygienes' by using the critical incident technique. 233 critical incidents described by 121 participants are categorized into three exclusive factors which are named as experiential factor, cognitive factor, and affective factor. The application of Herzberg's two-factor theory to rural tourism suggests 'satisfiers' to come from the experience-activity itself, experiential factor. While more peripheral elements constitute 'dissatisfiers', cognitive factor. The paper provides the advancement and broad application of Herzberg's theory to further understand rural tourists satisfaction.