Consumers have subjective psychological expectations of the quality and brand of products before purchasing. There is a certain tolerance for products that do not meet expectations. The discomfort caused by tolerance can be smoothly carried out through “reasonable” self-comfort and explanation mechanisms. Based on the theory of rationalization defense mechanism, a 2 × 2 purchase channel matrix of online and offline purchase, online consultation, and the offline experience was constructed to explore the influence of consumers’ tolerance of product quality and (...) brand on their purchase channel choice. The results show that: consumer product tolerance positively influences consumers’ online purchasing choice; consumer product tolerance influences purchase channel choice through rationalization; and the sweet lemon mechanism mediates consumer product tolerance on online consultation and online purchase and offline experience, but the sour grapes mechanism does not mediate. (shrink)

In the Chinese society, border agents in channel transactions will choose different opportunistic behavior response strategies to the tolerance of other members based on the relationship between the two parties. Based on 206 valid questionnaires collected, structural equation model and regression analysis were used to investigate the influence of opportunistic behavior tolerance on response strategy selection. The results show that the channel boundary personnel's tolerance to opportunistic behavior negatively influences their choice of a positive response strategy and positively influences their (...) choice of a negative response strategy. Among the mediating effects of contract formulation, transaction terms have a positive effect on the choice of negative response strategies based on the work and individual opportunistic behavior tolerance and have no mediating effect on the choice of positive response strategies; the contingency clause has no mediating effect on the choice of positive response strategies based on individual opportunistic behavior tolerance. (shrink)