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Guilt online vs. offline: What are its consequences on consumer behavior?

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  • Saintives, Camille

Abstract

Although various consumption episodes, types of products, and dimensions of guilt have been examined in previous studies, the existing literature has not addressed whether guilt could arise differently depending on the purchase channel (online versus in-store). This research thus investigates the effect of the purchase channel on consumer's guilt and the consequences of that guilt on consumer's anticipated satisfaction. Two experiments conducted in different contexts show that perceived value moderates the relationship between the purchase channel and guilt. Further, we demonstrate that perceived value is also a moderator of the mediating effect of guilt in the influence of the purchase channel on anticipated satisfaction.

Suggested Citation

  • Saintives, Camille, 2020. "Guilt online vs. offline: What are its consequences on consumer behavior?," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    • Handle: RePEc:eee:joreco:v:55:y:2020:i:c:s0969698919309130
    DOI: 10.1016/j.jretconser.2020.102114
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    5. Mishra, Sita & Shukla, Yupal & Malhotra, Gunjan & Arora, Vibha, 2023. "Investigating the impact of consumers’ patriotism and ethnocentrism on purchase intention: Moderating role of consumer guilt and animosity," International Business Review, Elsevier, vol. 32(4).

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