 The Dark Side of Good Reputation and Loyalty in Online Retailing: When Trust Leads to Retaliation through Price UnfairnessIsabel P. Riquelme, Sergio Román, Pedro J. Cuestas and Dawn Iacobucci Journal of Interactive Marketing, 2019, vol. 47, issue C, 35-52 Abstract: 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. Keywords: Online retailing; Perceived price unfairness; Trust; Reputation; Customer loyalty; Online revenge intentions (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:47:y:2019:i:c:p:35-52 DOI: 10.1016/j.intmar.2018.12.002 Access Statistics for this article Journal of Interactive Marketing is currently edited by B. T. Ratchford More articles in Journal of Interactive Marketing from Elsevier |
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