Beware the predatory shopper: exploring social vigilantism and proactivity in the exploitation of online pricing mistakes

Abstract

Purpose The authors provide an example of a group of online shoppers exploiting a pricing mistake and exploring the drivers of predatory shopping that may harm online retailers. This paper aims to examine the role of social vigilantism, proactivity and self-presentation in driving individual predatory shopping behaviors and delivers a broader understanding of how these behaviors develop in online communities. Design/methodology/approach The authors use a mixed-methods sequential research model. In Study 1, the authors explore predatory shopping by using a netnographic textual approach to analyze an online forum engaging in predatory shopping. In Study 2, the authors empirically analyze the uncovered conceptual findings using the PROCESS macro. Findings Customers who engage in predatory shopping online exhibit social vigilantism when communicating their views to others and proactively seeking out pricing mistakes and opportunities. Customers engaging in predatory shopping adapt their presentation online to increase their chances of success; this effect is strengthened by the online disinhibition effect. Practical implications Predatory shoppers can actively seek out pricing mistakes online, encourage participation and exploit mistakes by adapting their self-presentation. Therefore, online retailers should be proactive and consistent when communicating with customers and collaborating to deter predatory shopping. In addition, online retailers should focus on building advocates in communities to prevent harm from predatory shoppers online. Originality/value Online predatory shopping is explored qualitatively and quantitatively to understand the propensities that can drive predatory behavior and provide warning signs for online retailers. In addition, the effects of predatory shopping drivers are analyzed in the presence of the online disinhibition effect.