E retailing ethics and its impact on customer satisfaction and repurchase intention: A cultural and commitment trust theory perspective
Purpose The theoretical understanding of online shopping behaviour has received much attention. Less focus has been given to online retailing ethics. Therefore, the purpose of this paper is to develop and test a comprehensive model of online retailing ethics. Design/methodology/approach The study used a survey amongst a sample representative of universities across Egypt. In total, 310 questionnaire were collected and analysed using structure equation modelling using WarpPLS. Findings The results indicate that the consumer perceptions of online retailing ethics (CPORE) as a second order construct is composed of five constructs (security, privacy, non deception, fulfilment/reliability, and service recovery) and strongly predictive of online consumer satisfaction. Furthermore, the authors find a significant mediating effect of trust, and commitment on the relationship between CPORE and customer satisfaction. The results also show that individualism had moderate effects on the relationship between CPORE.
Internet Res.