Misleading advertisement or what has come to be known as the so-called ‘shopping lies’ are now a significant area of interest in consume
Misleading advertisement or what has come to be known as the so-called ‘shopping lies’ are now a significant area of interest in consumer behavior and yet their effect or influence on consumer trust, purchase intentions, and the level of brand loyalty is still largely unknown. This paper aims to determine the effects of persuasion cues in shopping websites with a special attention to the role of trust. Thus, the study used a survey administration to gather data from N = 500, online shoppers, selected with convenience sampling and administered a structured questionnaire. EFA and CFA confirmed the bifactor model for the shopping mall deception that includes Deception (e.g, fake offers) and Misrepresentation (e.g., false policies). SEM was used to establish the relationship as regards the development of the hypotheses. This research finally found that shopping lies are negatively associated to consumer trust with r value of -0.58 with a statistical significance of 0.000 while positively related to purchase intention with a r value of 0.42 and a consequently a statistical significance of 0.000. Literally, the results of the regression analysis reveal that while lies associated with shopping lead to direct purchases (Coefficient= 0.39, p < 0.001), they also negatively affect brand loyalty (Coefficient = -0.25, p < 0.001). The work suggests that these strategies and other tactics which a firm might employ to appear high and mighty in front of its competitor and to deceive the customers will work for a while and later result to loss of the same customers. Marketing that is ethical is critical to the stability of business since it fosters the trust that is needed from the consumers. [ABSTRACT FROM AUTHOR]
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