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Consumers' Perceptions of Online and Offline Retailer Deception: A Moderated Mediation Analysis

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  • Riquelme, Isabel P.
  • Román, Sergio
  • Iacobucci, Dawn

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.

Suggested Citation

  • Riquelme, Isabel P. & Román, Sergio & Iacobucci, Dawn, 2016. "Consumers' Perceptions of Online and Offline Retailer Deception: A Moderated Mediation Analysis," Journal of Interactive Marketing, Elsevier, vol. 35(C), pages 16-26.
    • Handle: RePEc:eee:joinma:v:35:y:2016:i:c:p:16-26
    DOI: 10.1016/j.intmar.2016.01.002
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    References listed on IDEAS

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    Cited by:

    1. Hult, G. Tomas M. & Sharma, Pratyush Nidhi & Morgeson, Forrest V. & Zhang, Yufei, 2019. "Antecedents and Consequences of Customer Satisfaction: Do They Differ Across Online and Offline Purchases?," Journal of Retailing, Elsevier, vol. 95(1), pages 10-23.
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    4. Millissa F. Y. Cheung & W. M. To, 2021. "The Effect of Consumer Perceptions of the Ethics of Retailers on Purchase Behavior and Word-of-Mouth: The Moderating Role of Ethical Beliefs," Journal of Business Ethics, Springer, vol. 171(4), pages 771-788, July.
    5. Moon, Sangkil & Kim, Moon-Yong & Iacobucci, Dawn, 2021. "Content analysis of fake consumer reviews by survey-based text categorization," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 343-364.
    6. Francisco Palací & Alejandro Salcedo & Gabriela Topa, 2019. "Cognitive and Affective Antecedents of Consumers’ Satisfaction: A Systematic Review of Two Research Approaches," Sustainability, MDPI, vol. 11(2), pages 1-26, January.
    7. Petrescu, Maria & Ajjan, Haya & Harrison, Dana L., 2023. "Man vs machine – Detecting deception in online reviews," Journal of Business Research, Elsevier, vol. 154(C).
    8. Adnan, Nadia & Nordin, Shahrina Md & bin Abu Bakar, Zulqarnain, 2017. "Understanding and facilitating sustainable agricultural practice: A comprehensive analysis of adoption behaviour among Malaysian paddy farmers," Land Use Policy, Elsevier, vol. 68(C), pages 372-382.
    9. Isabel P. Riquelme & Sergio Román, 2023. "Personal antecedents of perceived deceptive pricing in online retailing: the moderating role of price inequality," Electronic Commerce Research, Springer, vol. 23(2), pages 739-783, June.
    10. Sharma, Isha & Jain, Kokil & Behl, Abhishek, 2020. "Effect of service transgressions on distant third-party customers: The role of moral identity and moral judgment," Journal of Business Research, Elsevier, vol. 121(C), pages 696-712.
    11. Sohn, Stefanie, 2017. "Consumer processing of mobile online stores: Sources and effects of processing fluency," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 137-147.
    12. Mulcahy, Rory Francis & Riedel, Aimee S., 2020. "‘Touch it, swipe it, shake it’: Does the emergence of haptic touch in mobile retailing advertising improve its effectiveness?," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    13. Hajian, Ava & Sadeghi, Russell & Prybutok, Victor R. & Koh, Chang E., 2024. "Increasing trust and value of mobile advertising in retailing: A survey design, machine learning approach, and blockchain in the trust path," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    14. Lena Steinhoff & Denni Arli & Scott Weaven & Irina V. Kozlenkova, 2019. "Online relationship marketing," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 369-393, May.
    15. Lucia-Palacios, Laura & Pérez-López, Raúl & Polo-Redondo, Yolanda, 2020. "How situational circumstances modify the effects of frontline employees’ competences on customer satisfaction with the store," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    16. Ketron, Seth, 2016. "Consumer cynicism and perceived deception in vanity sizing: The moderating role of retailer (dis)honesty," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 33-42.
    17. Beatriz Moliner-Velázquez & Maria Fuentes-Blasco & David Servera-Francés & Irene Gil-Saura, 2019. "From retail innovation and image to loyalty: moderating effects of product type," Service Business, Springer;Pan-Pacific Business Association, vol. 13(1), pages 199-224, March.
    18. Ho Huy Tuu & Nguyen Huu Khoi & Svein Ottar Olsen, 2021. "How consumer innovativeness, technological expertise, and consideration set size can explain mobile commerce use: An extended understanding using a moderation–mediation model," Information Systems and e-Business Management, Springer, vol. 19(3), pages 1015-1038, September.
    19. Riquelme, Isabel P. & Román, Sergio & Cuestas, Pedro J. & Iacobucci, Dawn, 2019. "The Dark Side of Good Reputation and Loyalty in Online Retailing: When Trust Leads to Retaliation through Price Unfairness," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 35-52.
    20. Gerpott Torsten J., 2018. "Relative fixed Internet connection speed experiences as antecedents of customer satisfaction and loyalty: An empirical analysis of consumers in Germany," Management & Marketing, Sciendo, vol. 13(4), pages 1150-1173, December.
    21. Saintives, Camille, 2020. "Guilt online vs. offline: What are its consequences on consumer behavior?," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).

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