本研究的目的在利用LISREL (Linear Stuctural Relations Model)探索並驗證消費者抱怨行為的構面與衡量，並分別探討個人因素（個人自信、對社會責任的態度、對自我規範的態度、對向企業抱怨的風險的態度、對企業反應的態度及人口統計特徵）和情境因素（不滿程度、外部責任歸因、產品重要性及企業反應）與消費者抱怨行為各構面的因果關係，以指出消費者抱怨行為的主要影響因素。研究對象為經歷某一特定產品購買，而對產品績效產生不滿感覺的消費者，以問卷調查法進行資料的收集。研究結果發現：1.以前學者提出的四種CCB分類法，無一能被資料支持，而本研究所提出的新分類法（無行動、私下抱怨、向企業抱怨、第三團體抱怨）則被證明在整體模式與資料的適合度、各構面間的區別效度及衡量指標間的一致性信度，均有良好表現。另經檢定發現抱怨意圖能有效預測抱怨行為，足見研究結果具有相當的外部效度與實用價值。2.個人因素對消費者抱怨行為並無明顯之預測能力。3.本研究之情境因素對私下抱怨和向企業抱怨有較大的解釋力，另兩者則有待更多情境因素的研究；從因果關係中可推知，不滿程度愈高、產品重要性愈大、產品過失責任愈能歸因於外、消費者愈認為企業對抱怨會有妥善回應，其愈可能向企業抱怨，在前二種情境下，消費者私下抱怨的可能性也十分大。企業則應積極收集抱怨資訊，妥善處理抱怨，甚至激發消費者意見，以為行銷活動的評估和努力方向。

The objectives of the study is to explore the dimensions and measurement of consumer complaint behavior, and to study the effect of personal factors and situational factors toward the dimensions of consumer complaint behavior. The personal factors in the study include self-confidence, attitude toward social responsibility, attitude toward self-norm, attitude toward risk of complaining, attitude toward business response, and demographic characteristics. The situational factors include degree of unsatisfaction, attribution of external responsibility, product importance, and business reaction. The study objects are those who have ever experienced a particular buying and were unsatisfied with the product performance. The collection of data is by means of questionaire survey. The results of the study are: 1. There are none of previous consumer complaint behavior classification supported by data. Thus, a new one is propsed, which classifies consumer complaint behavior to four dimensions: no action, complaining privately, complaining to business and complaining to the third party. The new model has been examined to have high goodness of fit befween proposed model and data, good discriminative validity between dimensions, and good consistency reliability between measnrement indicators. In addition, consumer complaint intent can predict complaint behavior effectively; therefore, the proposrd model has proper external validity and practical value. 2. The personal factors have no obvious prediction ability to consumer cmplaint behavior. 3. The situational factors can explain the behavior of consumer complaining privately and complaining to business properly, the other two dimensions need to be explained by more situational factors. Inferring from the casuality, unsatisfaction of prodnct performance, more importance of product, more possibility of attributing product failure to externality, or more proper response from business would increase the possibility of complaining privately, complaining to business, or complaining to the third party.