Economic Review, Vol. 76 No. 5, 2025.
Original scientific paper
https://doi.org/10.32910/ep.76.5.1
Exploring Abuse of Online Policies and Shopping Through Psychological Reactance Theory
Ivana Kursan Milaković
Daniela Garbin Praničević
Abstract
The aim of the study is to use psychological reactance theory to examine the influence of demographic characteristics and conformity orientation on consumer misbehavior in the online environment, including the abuse of return policies, promotions, and undelivered items. In addition, the study analyzes the relationship between the frequency of online shopping and this behavior. By applying confirmatory factor analysis and regression analysis to a sample of 244 Croatian consumers, it examines how demographic factors (age, gender, education) and conformity orientation influence online policy abuse. The results show that younger and more educated consumers are more likely to abuse return policies, promotions and undelivered items, while men are more likely to abuse return policies. Conformity orientation is negatively related to the abuse of return policies and undelivered items. Only the abuse of promotions has a positive effect on the frequency of online shopping. The study is limited to Croatia and specific factors, which makes it difficult to generalize the results. Nevertheless, it contributes to the literature on psychological reactance by applying it to an online environment, especially in the context of consumer misbehavior. The originality of the study lies in the fact that it links demographic factors, conformity orientation and frequency of online shopping to policy misuse, addressing a previously under-researched area.
Keywords
online policies abuse; online shopping; demographic characteristics; conformity orientation; psychological reactance theory.
Hrčak ID:
337442
URI
Publication date:
4.11.2025.
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