Journal
INTERNET RESEARCH
Volume 26, Issue 5, Pages 1158-1180Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/IntR-09-2015-0272
Keywords
Developing countries; Surveys; E-commerce
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Purpose - The purpose of this paper is to identify the dimensions of e-retailing ethics from the consumers' perspective and to develop a reliable and valid measurement instrument. Design/methodology/approach - The paper is based on a quantitative survey conducted among Egyptian consumers aged 18 and above. These were measured on a five-point Likert scale. The reliability and validity of this six-factor scale are verified using empirical data collected randomly from Egyptians' online consumers. Structure equation modelling used to test the suggested model. Findings - The results showed that buyer perceptions about seller ethics (BPSE) is a second order construct composed of six factors (e.g. privacy, security, reliability, non-deception, service recover, and shared value). The results also showed that the BPSE has strong predictive capability in relation to online customer satisfaction and repurchase intention. Originality/value - This project is one of the first empirical studies that develop a reliable and valid measurement instrument of BPSE. The findings provide several important theoretical and practical implications for online retailing and academic researchers as well as making a significant contribution to the body of knowledge in the online retailing context.
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