Prethodno priopćenje
https://doi.org/10.30924/mjcmi.31.si.3
Business marketing practices and coping mechanisms: the context of consumer online misbehaviour
Ivana Kursan Milaković
orcid.org/0000-0003-3843-8908
; University of Split, Faculty of Economics, Business and Tourism, Split, Croatia
*
Ivana Mamić
; University of Split, Faculty of Economics, Business and Tourism, Split, Croatia
* Dopisni autor.
Sažetak
Consumer online misbehaviour, such as policy abuse, is a serious and growing global problem that poses a challenge to both businesses and consumers. This study examines the role that consumer attitudes toward business marketing practices play in consumer online misbehaviour and the impact of such misbehaviour on consumer coping mechanisms. Business marketing practices include consumer attitudes toward business philosophy, product quality, and advertising. Consumer online misbehaviour was assessed by product return and promotion policies abuse, while consumer coping mechanisms included both problem-focused (instrumental and emotional support seeking) and emotion-focused (avoidance and denial) coping mechanisms.
The data collection included data from 204 Croatian consumers who had violated retailers’ online policies at least once in the past year. The data were analysed using confirmatory factor analysis and regression analysis. The results show that business philosophy and advertising stimulate consumer online misbehaviour, and that the abuse of product return and promotion policies influences various coping mechanisms. The misuse of product return policy is positively related to emotion-focused coping strategies such as denial, whereas the misuse of promotion policy influences both problem-focused (instrumental support) and emotion-focused (avoidance and denial) coping strategies.
This study sheds new light on negative consumer behaviour. It enriches the sparse literature on the drivers and consequences of consumer online misbehaviour and contributes to consumer coping theory by offering new insights and a new research context.
Ključne riječi
consumer online misbehaviour; policy abuse; business marketing practices; coping mechanisms
Hrčak ID:
346677
URI
Datum izdavanja:
1.3.2026.
Posjeta: 54 *