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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.

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This research examines price variations that are perceived to be unfair which then induce consumers to retaliate online. These phenomena are growing in online retailing given the data-based means for companies to set differential pricing, and the social media venues for consumer complaints. In this research, data from 997 respondents are used to test moderated mediation relationships integrating: (1) the influence of trust (i.e., competence and benevolence) on perceived price unfairness, and its mediating role on subsequent online revenge intentions; (2) the moderating role of (a) retailer reputation and (b) customer loyalty. We find that pricing practices seen as unfair can lead to a “dark side” or a “love becomes hate” effect for loyal customers of retailers with good reputations. Implications for theory and practice are discussed.

E-commerce in Chile has been growing considerably in recent years. However, it is still far from reach its full potential. Considering the benefits that e-commerce offers to small and medium companies to improve their competitiveness on a global scale, it is essential to improve our understanding about the factors that could encourage the use of this digital shopping channel. In this research we adopted the Technology Acceptance Model (TAM) as the basis for analyzing Consumer-to-Consumer (C2C) e-commerce in Chile, one of the most important ways of online shopping in this country. As additional predictors, both web reputation and consumer trust were included in our research model. Data from 468 real Chilean shoppers of this C2C online platforms provide important insights about the antecedents of using this digital online channel, also explaining the interrelationships between these antecedents. Both managerial and theoretical implications are provided.