Factors driving consumer attitude to online shopping hate
| Date | 07 March 2023 |
| Pages | 429-442 |
| DOI | https://doi.org/10.1108/IDD-11-2021-0128 |
| Published date | 07 March 2023 |
| Subject Matter | Library & information science,Library & information services,Lending,Document delivery,Collection building & management,Stock revision,Consortia |
| Author | Yasir Jamal,Tahir Islam,Abdul Ghaffar,Altaf Ahmed Sheikh |
Factors driving consumer attitude to online
shopping hate
Yasir Jamal
Department of Management Science, Mohammad Ali Jinnah University, Karachi, Pakistan
Tahir Islam
Faculty of Organization and Management, Silesian University of Technology, Gliwice, Poland
Abdul Ghaffar
Department of Public Administration, University of Karachi, Karachi, Pakistan, and
Altaf Ahmed Sheikh
Government of Pakistan, Islamabad, Pakistan
Abstract
Purpose –The purpose of this study is to empirically investigate the determinants and consequences of psychol ogical 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 facto rs 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 onli ne shopping hate context.
Originality/value –This study extends the psychological reactance and self-congruence theories to online shopping. Previously, lite rature has
extensively studied the social commerce intention.
Keywords Online shopping hate, Psychological reactance, Attitude ambivalence, Trustworthiness, SNS
Paper type Research paper
1. Introduction
The increasing level of social commercehas become a hot issue
among academics, practitioners and policymakers (Bhatti and
Rehman, 2019;Hussain et al.,2022;Cheung et al., 2023;He
et al., 2017). Online platforms play a significant role in social
commerce (He et al.,2017). The extant research promotes the
psychological congruence state, which leads to social
commerce, while giving little attention to the incongruity state
with social commerce that leads to brand hate (Xue et al.,
2020). This study addresses the antecedents and outcomes of
online customer psychological reactance in social commerce
context. At the same time, socialcommerce literature has been
published on retaining customers for almost two decades
(Choi, 2020;Nadeem et al.,2020). However, the literature has
remained silent on why some people opt for other ways instead
of online shopping. A few recent studies have documented
changes in consumer behavior toward online shopping (for
example, Piercy, 2012;Wai et al., 2019;Yang et al.,2019).
Most studies remain silent about psychological reactance-
related variablesin online shopping hate.
The delivery of high-qualityservices is a necessity. E-banking
and SNS shopping have undergone significant changes since
the advent of the internet to compete for customers’attention
(Farid et al., 2018). Electronic commerce has increased
e-business sales annually, with an estimated $28.3tn in global
retail sales in 2015 (Qadir et al., 2021a,2021b). The online
market represents about 6% of the retail market. E-commerce
sales were estimated at $2.8tn in 2018 and are expected to
reach $4.8tn by 2021. The rise of e-commerce is enormously
due to its ubiquity, convenience,time savings and ease of use in
a time when people have less free timeto go to a physical store
and shop (Qadir et al., 2021a,2021b). This tendency has
prompted stakeholders to maintainthe quality of their websites
to meet their sales goals.
According to one school of thought, self-concept can be
broken down into two categories: functional and symbolic
congruence (Jamalet al.,2022). Two types of congruence make
up symbolic congruence: actual and ideal. Jamal et al. (2022)
The current issue and full text archiveof this journal is available on Emerald
Insight at: https://www.emerald.com/insight/2398-6247.htm
Information Discovery and Delivery
51/4 (2023) 429–442
© Emerald Publishing Limited [ISSN 2398-6247]
[DOI 10.1108/IDD-11-2021-0128]
Received 7 November 2021
Revised 23 May 2022
21 October 2022
18 January 2023
Accepted 21 January 2023
429
Get this document and AI-powered insights with a free trial of vLex and Vincent AI
Get Started for FreeStart Your Free Trial of vLex and Vincent AI, Your Precision-Engineered Legal Assistant
-
Access comprehensive legal content with no limitations across vLex's unparalleled global legal database
-
Build stronger arguments with verified citations and CERT citator that tracks case history and precedential strength
-
Transform your legal research from hours to minutes with Vincent AI's intelligent search and analysis capabilities
-
Elevate your practice by focusing your expertise where it matters most while Vincent handles the heavy lifting
Start Your Free Trial of vLex and Vincent AI, Your Precision-Engineered Legal Assistant
-
Access comprehensive legal content with no limitations across vLex's unparalleled global legal database
-
Build stronger arguments with verified citations and CERT citator that tracks case history and precedential strength
-
Transform your legal research from hours to minutes with Vincent AI's intelligent search and analysis capabilities
-
Elevate your practice by focusing your expertise where it matters most while Vincent handles the heavy lifting
Start Your Free Trial of vLex and Vincent AI, Your Precision-Engineered Legal Assistant
-
Access comprehensive legal content with no limitations across vLex's unparalleled global legal database
-
Build stronger arguments with verified citations and CERT citator that tracks case history and precedential strength
-
Transform your legal research from hours to minutes with Vincent AI's intelligent search and analysis capabilities
-
Elevate your practice by focusing your expertise where it matters most while Vincent handles the heavy lifting
Start Your Free Trial of vLex and Vincent AI, Your Precision-Engineered Legal Assistant
-
Access comprehensive legal content with no limitations across vLex's unparalleled global legal database
-
Build stronger arguments with verified citations and CERT citator that tracks case history and precedential strength
-
Transform your legal research from hours to minutes with Vincent AI's intelligent search and analysis capabilities
-
Elevate your practice by focusing your expertise where it matters most while Vincent handles the heavy lifting
Start Your Free Trial of vLex and Vincent AI, Your Precision-Engineered Legal Assistant
-
Access comprehensive legal content with no limitations across vLex's unparalleled global legal database
-
Build stronger arguments with verified citations and CERT citator that tracks case history and precedential strength
-
Transform your legal research from hours to minutes with Vincent AI's intelligent search and analysis capabilities
-
Elevate your practice by focusing your expertise where it matters most while Vincent handles the heavy lifting
