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Jamal Y, Islam T, Ghaffar A, Sheikh AA. Factors driving consumer attitude to online shopping hate. INFORMATION DISCOVERY AND DELIVERY 2023. [DOI: 10.1108/idd-11-2021-0128] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 03/06/2023]
Abstract
Purpose
The purpose of this study is to empirically investigate the determinants and consequences of psychological reactance in the online shopping context. Leveraging the psychological reactance and self-congruity theories, functional and symbolic discrepancies enhance the psychological reactance toward online shopping. In addition, trustworthiness moderates the impact of online customers attitude ambivalence on their psychological reactance.
Design/methodology/approach
The authors conduct an empirical study on online customer cognitive factors. In this research paper, the postpositivism research view is used. The Smart PLS-SEM is used to analyze the data.
Findings
The current study findings reveal that self-concept and operational incongruence (i.e. symbolic and functional) are the main factors that lead to psychological reactance and resulting in online shopping hate. Poor website quality and other matters are so significant they create functional incongruence. Moreover, low trustworthiness strengthens psychological reactance in the online shopping hate context.
Originality/value
This study extends the psychological reactance and self-congruence theories to online shopping. Previously, literature has extensively studied the social commerce intention.
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