Consumers' perceptions of online ethics and its effects on satisfaction and loyalty

Yam Limbu, Marco Wolf, Dale L. Lunsford

Research output: Contribution to journalArticleResearchpeer-review

33 Citations (Scopus)

Abstract

Purpose: This paper aims to examine the effects of consumers' perceptions concerning the ethics of online retailers on web site satisfaction and loyalty. Design/methodology/approach: An online survey instrument was administered to a sample of 220 students who were enrolled in various business undergraduate classes at a mid size university located in the southwestern USA. Participants completed a questionnaire based on their latest online purchase. The measurement model and structural relationships were estimated using AMOS 18. Findings: Non-deception, fulfillment, and security are significant predictors of web site satisfaction. Only privacy is related directly with loyalty. While direct effects of fulfillment and non-deception on loyalty are not significant; satisfaction mediates these relationships. Results provide a strong support for the web site satisfaction-loyalty relationship. Practical implications: Internet retailers must address ethical issues surrounding their web sites by protecting financial and personal information, delivering accurate products, and avoiding deceptive practices. Originality/value: The current research is one of few studies in online retailing that examines the relationship between perceived online ethics, satisfaction and loyalty. By offering evidence to prior conflicting results in the literature, a strong association between what consumers perceive as ethical online retailing, their satisfaction and loyalty to online retailers was confirmed.

Original languageEnglish
Pages (from-to)71-89
Number of pages19
JournalJournal of Research in Interactive Marketing
Volume5
Issue number1
DOIs
StatePublished - 1 Mar 2011

Fingerprint

Consumer perceptions
Loyalty
Web sites
Retailers
Online retailing
Ethical issues
Measurement model
Direct effect
Privacy
Personal information
Design methodology
Predictors
Purchase
Online survey
Undergraduate
Questionnaire
World Wide Web
Financial information
Deception

Keywords

  • Consumers
  • Customer satisfaction
  • Individual perception
  • Internet shopping
  • Retailing
  • United States of America

Cite this

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Consumers' perceptions of online ethics and its effects on satisfaction and loyalty. / Limbu, Yam; Wolf, Marco; Lunsford, Dale L.

In: Journal of Research in Interactive Marketing, Vol. 5, No. 1, 01.03.2011, p. 71-89.

Research output: Contribution to journalArticleResearchpeer-review

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