中文摘要：

过去对于消费者不满意的研究主要关注的是服务失误和消费者抱怨。在消费者抱怨的相关研究中，学者们提出了消费者抱怨行为（CCB）、消费者反应预测（CRE）以及消费者抱怨反应（CCR）来解释消费者的抱怨行为，但对于消费者不满意之后的其它反应类型研究较少。本研究基于学者们对抱怨类型的研究以及组织行为理论中雇员反应类型（EVLN）模型的研究，探讨在消费者行为研究中，消费者对于不满意的反应类型。通过探索性因子分析和验证性因子分析，我们确定了五种消费者在不满意情景下可能有的反应类型。我们希望企业能够认识到不同的反应类型，从而提高服务质量和服务补救的有效性。

英文摘要：

Previous research on consumer dissatisfaction mainly focused on service failure and consumer complaints. In order to clearly explain consumer complaints, quantitative research has paid attention to complaint types, the determinants of complaints and the impact of the complaint on subsequent behavior. Meanwhile, prior studies supply numerous models, such as those concerning consumer complaint behavior, consumer responses, and consumer complaint responses. However, other types of dissatisfaction responses which coexist with complaints were neglected in previous marketing research. This gap is filled with the present research. In this paper, the authors use the EVLN model as a reference, which features a well-known employee response model in the context of organizations and incorporates the exit, voice, loyalty and neglect kinds of response. The authors also refer to the result of channel management research. Based on exploratory factor analysis and confirmed factor analysis, the paper empirically tests the proposed model. The authors also test the reliability and validity of the scales. In this model, there were five kinds of response： exit, creative suggestion, passive acceptance, venting and legal action. Through structural estimation model analysis, we can divide these five kinds into two categories： negative and positive responses. Furthermore, we use the magnitude of dissatisfaction to empirically test the difference between these five responses. We find that the more dissatisfied consumers were, the more likely they were to make negative responses. We also explore the hypothesis that males and females have different attitudes towards legal action and creative suggestions. Females were more inclined to use legal action while males were more likely to give creative suggestions. Meanwhile, consumers with different education levels had a clear preference for legal action and exit. Students in college and university were more likely to take extreme behavior such as exit and legal action. To conclude, we point