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The Dark Side of Good Reputation and Loyalty in Online Retailing: When Trust Leads to Retaliation Through Price Unfairness

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dc.contributor.authorP. Riquelme, Isabel
dc.contributor.authorRomán, Sergio
dc.contributor.authorCuestas, Pedro J.
dc.contributor.authorIacobucci, Dawn
dc.contributor.departmentComercialización e Investigación de Mercados
dc.date.accessioned2024-01-30T17:47:02Z
dc.date.available2024-01-30T17:47:02Z
dc.date.issued2019
dc.description©2019 This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/ This document is the Accepted version of a Published Work that appeared in final form in Journal of Interactive Marketing
dc.description.abstractThis 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.es
dc.formatapplication/pdfes
dc.format.extent51es
dc.identifier.citationJournal of Interactive Marketing, 47, 35-52. https://doi.org/10.1016/j.intmar.2018.12.002
dc.identifier.issn1094-9968
dc.identifier.issn1520-6653
dc.identifier.urihttp://hdl.handle.net/10201/138178
dc.languageenges
dc.publisherJournal of Interactive Marketinges
dc.relationSin financiación externa a la Universidades
dc.rightsinfo:eu-repo/semantics/openAccesses
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internacional*
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internacional*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectOnline retailinges
dc.subjectPerceived Price Unfairnesses
dc.subjectTrustes
dc.subjectReputation
dc.subjectCustomer Loyalty
dc.subjectOnline revenge intentions.
dc.subject.otherCDU::3 - Ciencias sociales::33 - Economía::339 - Comercio. Relaciones económicas internacionales. Economía mundial. Marketinges
dc.titleThe Dark Side of Good Reputation and Loyalty in Online Retailing: When Trust Leads to Retaliation Through Price Unfairnesses
dc.typeinfo:eu-repo/semantics/articlees
dspace.entity.typePublicationes
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