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

This research investigated online Black Friday (BF) shopping behavior examining how perceived inequity, emotion, and satisfaction contribute to retaliatory behaviors, specifically revenge and exit. Employing a web-based survey, 140 responses from online BF shoppers were collected. Perceived inequity had direct and indirect impacts on revenge and exit. Additionally, negative emotions positively correlated with both exit and revenge, whereas satisfaction with the retailer had a negative association with exit. The study adds significant insight to the current knowledge by pinpointing the influence of perceived inequity, emotion, and satisfaction on retaliatory behaviors in the context of online BF shopping. Noteworthy are the gender differences identified in the factors triggering exit behavior, emphasizing the importance of tailoring strategies to address the unique preferences of men and women.