Perception de manipulation dans un point de vente : quels impacts sur la résistance envers le commerçant et sur la satisfaction à l’égard de la visite?
DOI:
https://doi.org/10.1522/revueot.v34n3.2018Keywords:
Perception of manipulation, resistance towards the merchant, satisfaction with the visit, negative word-of-mouth, consumer behaviourAbstract
Although the perception of manipulation may explain certain consumer reactions, such as a negative attitude toward the retailer or decreased purchase intentions, no quantitative study has yet explored its relationship with resistance to the retailer, as well as satisfaction with the shopping experience. By adopting a multidimensional approach, this article determines the impacts of each of its dimensions (cognitive, behavioural, and affective) on these two variables. An online questionnaire was completed by 200 Quebec consumers. Structural equation modeling was conducted using EQS 6.4. The results confirm that the perception of manipulation is multidimensional and, in a retail setting, leads to different consumer reactions, with differentiated impacts depending on the dimensions. Specifically, the cognitive dimension tends to heighten attitudinal and behavioural resistance while reducing satisfaction, whereas the affective dimension reinforces behavioural resistance and diminishes satisfaction. Recommendations are provided to avoid such negative reactions.
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