Multinational corporations face various costs of foreignness when entering overseas markets, among which the costs arising from uncertainty in local markets represent one of the critical factors they must overcome in conducting business in their target markets. In particular, the heterogeneous tendencies of consumers resulting from cultural differences among the various uncertainties in target markets must be given serious consideration from the perspective of entering multinational corporations. Accordingly, multinational corporations have increasingly paid attention to customer complaint behavior in order to prevent customer defection in local markets and retain them effectively. As the importance of customer complaint behavior in target markets has become more prominent, many prior studies have sought to provide answers to the questions of "why, when, and in what manner do customers engage in complaint behavior toward firms?" However, despite this research progress, the research stream appears to have stagnated due to the following limitations. First, most prior studies focus on consumer complaint behavior occurring in offline settings. This results from the continued adherence to Singh's (1988) measurement methods and typology of complaint behavior, which were established based on offline contexts. Second, although cultural aspects should be given important consideration in consumer decision-making, most related studies have fixed their scope on consumers within a single country, making it difficult to conduct comparative analyses of results from the same time point and the same perspective. Third, despite the recent trend of increasing online transactions, research on complaint behavior through online channels remains scarce. In particular, even the limited studies in this area continue to follow the typology and measurement items of complaint behavior established in the traditional offline context, despite the fact that the methods and forms of consumer complaint behavior through online channels differ from those in offline settings. In this study, we attempt to overcome the aforementioned limitations of prior studies by building on research that identified the methods and types of complaint intentions that can emerge through online channels, and by addressing questions that can be raised at the next stage—namely, "What are the antecedent factors that can explain these?" and "What differences exist across culturally distinct countries, and what do these results imply?"