Majid Esmaeilpour

Background: With the increasing development of online retail sales and the intensification of competition in this field, maintaining the trust of customers has become a fundamental challenge. One of the factors affecting the behavior of consumers in this environment is perceived deception, which can directly affect their satisfaction, loyalty and willingness to buy again. Perceived deception refers to a situation where customers feel they have received false or misleading information about products or services. This research is conducted with the aim of carefully examining the behavioral consequences of this phenomenon in online retail stores in order to reduce its negative effects and improve the quality of relationships between customers and sellers by providing appropriate solutions. Purpose: The main purpose of this research is to explain the behavioral consequences of perceived customer deception in online retail stores. Methodology: This research is applied in terms of purpose, descriptive and survey in terms of data collection, and correlational in nature. The statistical population of the research included all Iranian citizens with shopping experience from online retailers such as Digikala, Torb, Imalz, Basalam and other similar online retailers. The sampling method in this research is the non-random sampling method of available sampling and the data collection tool is also a questionnaire. In order to collect data, 595 questionnaires were collected from the statistical population. The validity of the questionnaire was confirmed through content validity and its reliability through Cronbach's alpha coefficient. In order to analyze the data obtained from the research, descriptive statistics indicators (absolute and relative abundance, pie charts and histograms, mean, standard deviation, etc.) and inferential statistics (Klomogrof-Smirnov test and structural equation modeling) The help of SPSS and Smart PLS software was used. Findings: The findings of this rese