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

• This research examines the effects of perceived deception on customer satisfaction.
• The effects differ, depending on whether the purchase is made online or offline.
• Perceived deception affects retailer satisfaction through product satisfaction.
• Perceived deception affects word-of-mouth intentions through retailer satisfaction.

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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