The Effect of Perceived Deception on Consumer Repurchase Intention

Abstract

Online commerce changes the way products are displayed. Bounded by less chance to present information of the product, e-retailers always face misunderstandings on the consumer side, and consequently, unfavourable consumer behaviour. This makes online retailing prone to perceived deceptive practice. Past research has mainly integrated perceived deception into existing consumer behavior theories. In the same vein, this research further examines the factors moderating the relationship between perceived deception and repurchase intention. Specifically, we tested how product type (hedonic versus utilitarian), consumer regulatory focus (promotion versus prevention), and their interaction can help mitigate perceived deception's negative effect on consumer repurchase intention. This research expands the literature on perceived deception. With the prior work establishing the negative effect of perceived deception on consumer purchase behaviour, this research further investigates the factors that may attenuate the unfavourable outcome. It also helps marketers increase repurchase rates by emphasizing the hedonic attribute and instigating promotion intention to help mitigate the negative effects of perceived deception.