Real Or Counterfeit? Drivers, Deterrents and Coping Mechanisms Against Online Consumer Deception

Ludovica Cesareo, Sapienza University of Rome
Barbara Stoettinger, WU Vienna
Alberto Pastore, Sapienza University of Rome
Merchandise deception is the most common type of online fraud. This study joins evidences from consumers’ experience with deceptive counterfeits online with the reference literature on perceived risks, e-trust and online deception to develop a causal model linking determinants, deterrents and coping mechanisms of consumers exposed to online merchandise deception.
[ to cite ]:
Ludovica Cesareo, Barbara Stoettinger, and Alberto Pastore (2015) ,"Real Or Counterfeit? Drivers, Deterrents and Coping Mechanisms Against Online Consumer Deception", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 779-779.