Factors driving consumer attitude to online shopping hate

Yasir Jamal, Tahir Islam, Abdul Ghaffar, Altaf Ahmed Sheikh

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


Purpose: The purpose of this study is to empirically investigate the determinants and consequences of psychological reactance in the online shopping context. Leveraging the psychological reactance and self-congruity theories, functional and symbolic discrepancies enhance the psychological reactance toward online shopping. In addition, trustworthiness moderates the impact of online customers attitude ambivalence on their psychological reactance.

Design/methodology/approach: The authors conduct an empirical study on online customer cognitive factors. In this research paper, the postpositivism research view is used. The Smart PLS-SEM is used to analyze the data.

Findings: The current study findings reveal that self-concept and operational incongruence (i.e. symbolic and functional) are the main factors that lead to psychological reactance and resulting in online shopping hate. Poor website quality and other matters are so significant they create functional incongruence. Moreover, low trustworthiness strengthens psychological reactance in the online shopping hate context.

Originality/value: This study extends the psychological reactance and self-congruence theories to online shopping. Previously, literature has extensively studied the social commerce intention.
Original languageEnglish
Pages (from-to)429-442
JournalInformation Discovery and Delivery
Issue number4
Early online date7 Mar 2023
Publication statusPublished - 24 Nov 2023
Externally publishedYes


  • Attitude ambivalence
  • Online shopping hate
  • Psychological reactance
  • SNS
  • Trustworthiness


Dive into the research topics of 'Factors driving consumer attitude to online shopping hate'. Together they form a unique fingerprint.

Cite this