Abstract：As a kind of communication between companies and consumers, consumer complaint attracts more and more attention from scholars and marketing practitioners. But there is a lack of research on the consumer’s psychology and behavior in the process of complaint. The study introduces emotion to consumer complaining behavior, which is viewed as a special communication task, and explores the influence of emotions of consumers who complain to the company on the complaint channel choice, based on media richness theory. The study enriches the consumer complaining behavior research, and provides suggestions on complaint management and channel building for enterprises.
2008, Vol. 1 
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