Developing a Model in Antecedents of Consumer Misbehavior on Chain Stores

Mahsa Akbari, Mohammad Ali Abdolvand, Farhad Ghaffari


The aim of this study is to fill the existing gap in consumer behavior literature by demonstrating the comprehensive antecedents of consumer misbehavior model.  Consequently, this paper contributes to elucidate the salient factors that lead customers to misbehave. Data were collected from a survey of chain stores in Iran, Tehran (Hyperstar, Hyperme, shahrvand)(n=384). Confirmatory factor analysis and structural equation modeling were utilized to analyze the data.  This study represents associations between past consumer misbehaviors, Personality variables (Machiavellianism, self-esteem, sensation seeking, aggressiveness, Consumer Alienation), Environmental variables (Layout and design, atmospherics, Perceptions of employee service, Exterior environment), Situational variables (Loyalty Intention, Severity of dysfunctional misbehavior, Perceived opportunity, Perceived risk service) and motivational variables (financial motivation, Ego gain motivation, Revenge motivation). our empirical results offer support for the forwarded research model and demonstrate that future misbehaviors intention is considerably affected by past misbehaviors. 


Summary of statement of contribution: The novelty point of this study is to illuminate the antecedent of misbehavior for the first time based on the background of Iranian culture. Furthermore, no study has been observed to explore the association between customers' motives, personality, contextual and environmental factors with past and future intentions. This paper puts forward some suggestion for future research.


Consumer Misbehaviors, Past Misbehaviors, Chain Stores, Future Misbehavior Intention, Motivations.

Texto completo:




  • Não há apontamentos.

Direitos autorais 2019 Revista Brasileira de Marketing – Remark

Revista Brasileira de Marketing – ReMark

Brazilian Journal of Marketing - BJM

e-ISSN: 2177-5184

Rev. Bras. Mark. - ReMark ©2021 Todos os direitos reservados.

Esta obra está licenciada com uma Licença 
Creative Commons Atribuição-NãoComercial-CompartilhaIgual 4.0 Internacional