Affiliations: [a] Department of Accounting, Tamkang University, New Taipei City, Taiwan, ROC | [b] Department of Business Administration, National Taichung University of Science and Technology, Taichung City, Taiwan, ROC
Correspondence:
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Corresponding author: Chia-Ying Li, Department of Business Administration, National Taichung University of Science and Technology, Taichung City 404, Taiwan, ROC. Tel.: +886 2219 6516; Fax: +886 2219 6151; E-mails: yhfang@mail.tku.edu.tw (Y.H. Fang), cyli@nutc.edu.tw (C.Y. Li).
Abstract: Despite the explosive growth of electronic commerce, individuals hesitate to shop online due to acts of deception, a behavior which is especially exaggerated on auction websites. The study explores antecedents of perceived deception from a deceptive impression management (IM) perspective to understand the consumer purchase decision process in online auctions. This study proposes online deceptive IM as the antecedent of perceived deception, and trust and transaction intention as consequences of perceived deception in online auctions. The study discusses the moderating effects of involvement with the online channel in consumer decision making. Possible approaches to addressing online deception are provided.
