The types of redress procedures in business-to-consumer (B2C) e-commerce

Redress is a process offering consumers access to internal complaint handling procedures and services to resolve disputes occurring in e-commerce transactions. The roles and types of redress have received much attention, particularly in offline business where the focus is largely on traditional litigation procedures. This paper focuses on types of redress procedure consumers have expected during B2C e-commerce disputes, by analysing the perceptions of a selected group of online consumers located in Melbourne, Australia. The research reveals that when problems occur in B2C e-commerce transactions, an accessible and responsive redress method is what consumers immediately required and expected from merchants. This suggests that traditional litigation or the usual legal methods to seek redress are not necessary.