Abstract

The purpose of this paper is to identify antecedents contributing to consumer dissatisfaction in a virtual setting. The purpose is not to contravene existing work but rather extend the existing work on consumer dissatisfaction to virtual setting. While much of the literature till date focuses on consumer satisfaction in online buying, there are only a handful of papers describing consumer satisfaction in virtual purchases. This paper attempts to identify the antecedents contributing to consumer dissatisfaction in a virtual setting as an update to the existing antecedents on consumer dissatisfaction. While some of the antecedents are common in a virtual setting and real world, other antecedents may not be such as intangibility of the product purchase. The paper concludes with a discussion associated with launching new brands through virtual platforms and its impact on consumer dissatisfaction.

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