Developing and Assessing an Online Dispute Resolution Platform for Consumer Complaints

Thesis Abstract

The increasing prevalence of e-commerce and digital consumer transactions has underscored the critical need for accessible, efficient, and transparent mechanisms for resolving consumer disputes, yet existing traditional dispute resolution (DR) methods often face limitations such as delays, high costs, and geographic constraints. This study aims to develop and empirically assess an online dispute resolution (ODR) platform tailored specifically for consumer complaints, with the overarching goal of enhancing dispute resolution efficacy and consumer satisfaction in digital marketplaces. The specific objectives include (1) to examine the requirements and design features necessary for an effective ODR platform in the consumer domain; (2) to evaluate user perceptions, usability, and trust in the developed platform; (3) to assess the platform's performance in resolving consumer disputes compared to conventional mechanisms; and (4) to identify key factors influencing consumer acceptance and sustained use of ODR services. Employing a mixed-method research design, this study integrates qualitative and quantitative approaches to achieve comprehensive insights. The qualitative component involves thematic analysis of focus group discussions and semi-structured interviews with 30 consumers, consumer rights advocates, and dispute resolution professionals, aimed at identifying critical design features and potential barriers. Quantitatively, a quasi-experimental design is implemented, involving a sample of 200 consumers who have experienced online disputes, randomly assigned to utilize either the new ODR platform or traditional dispute resolution channels. Data collection instruments include validated questionnaires measuring user satisfaction, perceived ease of use, trust, and dispute resolution outcomes, alongside platform usage logs to capture interaction patterns. Data analysis incorporates descriptive statistics and inferential techniques such as regression analysis and paired sample t-tests to evaluate differences in resolution effectiveness and user satisfaction between the two groups. Additionally, structural equation modeling (SEM) will be conducted to examine the relationships among constructs like trust, perceived usefulness, and continued platform usage. The theoretical framework draws upon the Technology Acceptance Model (TAM) to explain user adoption behaviors, and the Dispute Resolution Theory to inform platform features promoting fairness and efficiency. The anticipated findings suggest that the developed ODR platform significantly improves resolution times, reduces costs, and enhances user satisfaction compared to conventional methods. Trust and perceived ease of use are expected to be key determinants of users’ willingness to adopt the platform, with higher levels of perceived fairness mediating overall user trust. The study also expects to identify specific design elements—such as real-time communication tools and transparent adjudication processes—that contribute to effective dispute resolution. This research contributes to the academic body of knowledge by providing a validated, user-centered framework for online dispute resolution tailored to consumer contexts, thereby bridging gaps between technological innovation and legal procedural effectiveness. It advances understanding of factors influencing consumer engagement with digital dispute mechanisms and offers a practical blueprint for policymakers and practitioners seeking to integrate ODR into consumer protection frameworks. In conclusion, the study underscores the potential of well-designed ODR platforms to revolutionize consumer dispute mechanisms in the digital era. Recommendations suggest adopting client-centric design principles, fostering user trust through transparency and security features, and integrating ODR services within existing legal and regulatory structures. Further research is advised to explore longitudinal impacts of ODR implementation across diverse consumer markets and to evaluate scalability efforts, ensuring broader applicability and sustainable integration of digital dispute resolution solutions.