Consumers’ Perceptions of Online and Offline Retailer Deception: A Moderated Mediation Analysis
研究消费者对零售商欺骗行为的感知如何影响其对产品和零售商的满意度及口碑，并发现线上与线下购物渠道会调节这些影响路径。
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.