| Summary: | 碩士 === 國立臺北大學 === 國際企業研究所 === 103 === Nowadays, online shopping has become one of the major consumption patterns. Carrying out research on consumer online shopping behavior helps to enhance the competitiveness of enterprises. Most of previous researches focus on internet customer’s positive behavior and relatively few scholars study the internet dysfunctional customer behavior. This study uses Taobao as empirical study, service justice as the leading factor, by means of disaffection with service and negative emotions to investigate the influence of the dysfunctional customer behavior. There are 501 questionnaires were collected from Facebook and PTT forum, only Taiwan users are involved in the study, SPSS and AMOS are used for statistical data analysis. The results shows service justice is negative significant correlated with disaffection with service and negative emotion, as well as disaffection with service and negative emotion are positive significant correlated to dysfunctional customer behavior. Hope that this study can provide enterprise some suggestions as references.
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