Consumers' Perceptions of Online and Offline Retailer Deception: A Moderated Mediation Analysis
Riquelme, Isabel P., Sergio Román, and Dawn Iacobucci (2016), “Consumers’ Perceptions of Online and Offline Retailer Deception: A Moderated Mediation Analysis,” Journal of Interactive Marketing, 35, 16-26.
33 Pages Posted: 29 Jul 2019
Date Written: 2016
This research examines the effects of consumers' perceptions of retailers' deceptive practices on their evaluations of online and offline retailers. Results from two samples of consumers (shopping in online versus offline channels) show the direct and indirect influence of consumers' perceptions of retailers' deceptive practices on consumers' evaluations, including product satisfaction, retailer satisfaction and word-of-mouth. Perceptions of deception influence retailer satisfaction through product satisfaction, and word-of-mouth through retailer satisfaction. These mediated effects are further moderated by the online vs. offline purchase channel. Implications for theory and management are discussed.
Keywords: Deception; Channel; Online; Customer satisfaction; Word-of-mouth
Suggested Citation: Suggested Citation