Participation in manipulative online sales tactics (PMOST): Development and its relationship with cynicism, regret, impulsive buying, and self-control

Özet

Purpose –This study develops the Participation in Manipulative Online Sales Tactics (PMOST) scale and examines its associations with consumer cynicism, post-purchase regret, impulsive buying, and self-control. The study distinguishes consumers’ exposure to manipulative online sales tactics from their behavioral participation in those tactics.

Design/methodology/approach –PMOST was developed using three independent convenience samples of adult Turkish online shoppers who met the eligibility criteria. Study 1 included 749 participants and produced a 26-item structure. One additional Promotions & Price item was introduced before Study 2, resulting in the final 27-item scale. Study 2 included 1,043 participants, and Study 3 included 1,707 participants. Exploratory and confirmatory factor analyses, reliability analyses, criterion-related analyses, and moderation analysis were conducted.

Results –Parallel analysis favored an eight-factor solution at the exploratory stages, whereas the theory-driven nine-factor solution showed small but consistent improvements in the independent CFA samples and retained the theoretical distinction between Trigger-based Tactics and Gamification & Entertainment. The final 27-item, nine-dimensional scale showed satisfactory reliability. The hypothesized mediation model involving consumer cynicism was not supported. A post hoc exploratory model indicated that PMOST was associated with cynicism both directly and indirectly through post-purchase regret. The interaction between impulsive buying and self-control was statistically significant but small and was opposite to the hypothesized direction.

Discussion –The findings support PMOST as a multidimensional measure of consumers’ behavioral participation in manipulative online sales tactics. The mediation and moderation findings should be interpreted as cross-sectional associations and require replication using longitudinal or experimental designs.