How should online stores implement coping strategies to fight against deceptive promotions?
作者：
Highlights：
• Existing studies have not answered how online stores respond to deceptive promotions.
• A scenario experimental method is used to explore online stores’ coping strategies.
• Three copying strategies are proposed: the segmentation, the denial and the silence.
• Segmentation strategy is best, the denial worse, and the silence least beneficial.
• Store reputation moderates the indirect effect of risk or skepticism.
摘要
•Existing studies have not answered how online stores respond to deceptive promotions.•A scenario experimental method is used to explore online stores’ coping strategies.•Three copying strategies are proposed: the segmentation, the denial and the silence.•Segmentation strategy is best, the denial worse, and the silence least beneficial.•Store reputation moderates the indirect effect of risk or skepticism.
论文关键词：Deceptive promotion,Coping strategies,Online stores,Purchase intention,Strategy selection
论文评审过程：Received 18 May 2019, Accepted 18 May 2019, Available online 20 May 2019, Version of Record 1 June 2019.
论文官网地址：https://doi.org/10.1016/j.elerap.2019.100860
