The Types of Redress Procedures in Business-To-Consumer (B2C) E-Commerce

Redress refers to a process offering consumers access to internal complaint handling procedures and services to resolve disputes that occur during 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 the 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 the consumers immediately required and expected from the merchants. This suggests that traditional litigation or the usual legal methods to seek redress are not necessary.