Abstract

PurposeThis study explores the underlying mechanism of psychological reactance that leads to online shopping hate in social commerce. Based on self-congruity and psychological reactance theory, this study examines the antecedents (symbolic, functional and emotional incongruence) and consequences (online shopping hate) of psychological reactance among online users toward online shopping. Moreover, this study takes trustworthiness as a moderator in the relationship between attitude ambivalence and psychological reactance.Design/methodology/approachData were collected from online users.FindingsThe results show that symbolic-incongruence and functional-incongruence are responsible for attitude ambivalence, resulting in high psychological reactance. In addition, the study’s findings reveal that psychological reactance is positively linked with online shopping hate. This study extends and contributes to the self-congruence theory and empirically examines the influence of emotional incongruence. The moderating results reveal that trustworthiness moderated the relationship between attitude ambivalence and psychological reactance. The study findings are helpful for marketing managers to develop social commerce strategies.Research limitations/implicationsBecause of the chosen research approach, the research results may lack generalizability. Therefore, researchers are encouraged to test the proposed propositions further.Practical implicationsThe study findings are helpful for marketing managers to develop social commerce strategies.Originality/valueThis study explains the underlying mechanism of brand hate through psychological reactance.

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call

Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.