Although non-receipt of goods is the most frequently reported online auction complaint, product related complaints are also common (Ba and Pavlou 2002; Ba et al.2003; Resnick and Zeckhauser 2002). Prior studies that classified feedback posted on eBay found that nondelivery after payment accounted for 34 % to 39 % of the negative feedback (Gregg and Scott 2008; Resnick and
Zeckhauser 2002). Product related complaints include misrepresentation, which is related to product quality and results in disgruntled buyers. Misrepresentation could be intentional or unintentional. Intentional misrepresentation is fraudulent and justifies buyers’ impressions of seller uncertainty. Although unintentional misrepresentation is due to sellers’ unawareness (Dimoka et al. 2012), it justifies buyers’ uncertainty about the product. Product misrepresentation accounted for 15 % of the negative feedback and 39 % of the neutral feedback in a study that examined 111 negative comments and 62 neutral comments posted on eBay (Resnick and Zeckhauser 2002).