The rapid growth of electronic commerce (e-commerce) has lead to great loss of online customers every year. Among the different kinds of e-Commerce deceptions, product-related deception receives relatively most attention by practitioners but less attention by researchers. This paper aims to address two questions, 1) Can consumers detect product-related deceptions online? 2) How consumers distinguish the product-related deceptions from the good ones? To answer these two questions, an integrative model and a set of hypothesis, describing the relationship among product-related deception practices, consumers’ perceptions and purchase behavior will be developed. And then, test the proposed model using Partial Least Squares (PLS) method on the data collected via a scenario experiment and servery on real customers.
Chen, SiQi; Niu, Shu; and Jian, Jie, "Can Consumers Detect Deceptive Product Online? An Analysis of Consumers’ Anti-deception Mechanisms For Product-related Deceptions" (2016). ICEB 2016 Proceedings. 22.