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

Yam B. Limbu, Marco Wolf, Dale L. Lunsford

Research output: Contribution to journalArticlepeer-review

84 Scopus citations


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
Issue number1
StatePublished - Mar 2011


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


Dive into the research topics of 'Consumers' perceptions of online ethics and its effects on satisfaction and loyalty'. Together they form a unique fingerprint.

Cite this