Consumer Behavior

Black Friday shopping has moved online. Has BF misbehavior followed?

  • Jaeha Lee (North Dakota State University)
  • Minjeong Kim (Indiana University)
  • Sharron J. Lennon (Indiana Univeristy)


This study investigates online Black Friday shoppingbehavior, specifically examining how online stockouts on Black Friday influencenegative consumer responses. Utilizing a scenario-based survey with 140participants, the research finds that perceived inequity influences negativeemotion, dissatisfaction with the retailer, revenge likelihood, and exit likelihood.Negative emotion significantly contributes to revenge and exit likelihood,while dissatisfaction with the retailer affects exit likelihood. Gender differences areidentified, with men influenced by negative emotion and women by perceivedinequity in exit likelihood. The study contributes valuable insights into thefactors influencing BF online shopping outcomes and recommends strategies forretailers based on gender-specific triggers for exit behavior.

Keywords: Black Friday, Stockout, Online shopping, Consumer misbehavior

How to Cite:

Lee, J., Kim, M. & Lennon, S. J., (2024) “Black Friday shopping has moved online. Has BF misbehavior followed?”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi:



Published on
27 Jan 2024