This study investigates the negative influence of consumer’s perceptions of online retailer’s deceptive practices on consumer’s relational variables. Also, the moderating role of product type, consumer’s attitude toward the Internet, and consumer’s demographics in the deception-relational outcomes link is considered. Data from 398 online consumers revealed that satisfaction totally mediated the influence of deception on loyalty. Furthermore, the deception-satisfaction link was moderated by all the hypothesized variables. Interestingly, a direct effect of deception on loyalty was found among more educated consumers, (...) consumers who had a more positive attitude toward the Internet and consumers who had purchased a physical product. Implications for theory and management are discussed. (shrink)