Understanding online shopping hate in social commerce context: antecedents and consequences of psychological reactance

Purpose: This study explores the underlying mechanism of psychological reactance that leads to online shopping hate in social commerce. Based on self-congruity and psychological reactance theory, this study examines the antecedents (symbolic, functional and emotional incongruence) and consequences (online shopping hate) of psychological reactance among online users toward online shopping. Moreover, this study takes trustworthiness as a moderator in the relationship between attitude ambivalence and psychological reactance.

Design/methodology/approach: Data were collected from online users.

Findings: The results show that symbolic-incongruence and functional-incongruence are responsible for attitude ambivalence, resulting in high psychological reactance. In addition, the study’s findings reveal that psychological reactance is positively linked with online shopping hate. This study extends and contributes to the self-congruence theory and empirically examines the influence of emotional incongruence. The moderating results reveal that trustworthiness moderated the relationship between attitude ambivalence and psychological reactance. The study findings are helpful for marketing managers to develop social commerce strategies. 

Research limitations/implications: Because of the chosen research approach, the research results may lack generalizability. Therefore, researchers are encouraged to test the proposed propositions further. 

Practical implications: The study findings are helpful for marketing managers to develop social commerce strategies. 

Originality/value: This study explains the underlying mechanism of brand hate through psychological reactance.