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

See all articles by Isabel Riquelme

Isabel Riquelme

Jorge Tadeo Lozano University

Sergio Roman

University of Murcia

Dawn Iacobucci

Vanderbilt University - Marketing; Vanderbilt University - Marketing

Date Written: 2016

Abstract

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

Riquelme, Isabel and Roman, Sergio and Iacobucci, Dawn and Iacobucci, Dawn, Consumers' Perceptions of Online and Offline Retailer Deception: A Moderated Mediation Analysis (2016). 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., Available at SSRN: https://ssrn.com/abstract=3425966 or http://dx.doi.org/10.2139/ssrn.3425966

Isabel Riquelme

Jorge Tadeo Lozano University ( email )

Carrera 4 # 22 - 61
Bogota, DC Cund 57
Colombia

Sergio Roman

University of Murcia ( email )

Facultad de Economía y Empresa
Departamento de Economía Financiera y Contabilidad
Murcia, Murcia 30100
Spain

Dawn Iacobucci (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

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