Seasonality of consumers’ third-party online complaining behavior

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Seungsin Lee
Jungkun Park
Hyowon Hyun
Seungyup Back
Sukhyung Bryan Lee
Frances Gunn
Jiseon Ahn
Cite this article:  Lee, S., Park, J., Hyun, H., Back, S., Lee, S., Gunn, F., & Ahn, J. (2018). Seasonality of consumers’ third-party online complaining behavior. Social Behavior and Personality: An international journal, 46(3), 459-470.


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We examined consumer complaining behavior on a third-party website at different times during a 1-year period, with a focus on seasonal differences in complaints made during the year. We collected 1,799 complaints as data from the website and applied both content analysis and critical incident technique to identify whether or not there were seasonal differences in reasons for reporting complaints and the frequency of complaints. Results showed that there were differences in frequency and type of complaint between the nonholiday shopping season and the holiday shopping season from Thanksgiving to Christmas. Our findings contribute to a topic on which there is a paucity of empirical research.

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