Perceived ethics of online retailers and consumer behavioral intentions: The mediating roles of trust and attitude

Yam Limbu, Marco Wolf, Dale Lunsford

Research output: Contribution to journalArticle

46 Citations (Scopus)

Abstract

Purpose: The purpose of this study is to examine the effects of consumers' perception of online retailers' ethical behavior on consumer purchase and revisit intentions. Design/methodology/approach: A sample of 259 online shoppers was employed to test the relationships between perceived ethics of online retailers and the intention to revisit and purchase. The measurement model and structural relationships were estimated using AMOS 18. Findings: Results show that perceived ethics of an Internet retailer's website significantly affect consumers' trust and attitudes to the retailer's website that eventually have positive impacts on purchase and revisit intentions. Website trust was positively related to attitude toward the site. The results do not show support for a direct effect between perceived ethics and behavioral intentions, but attitude and trust toward the website mediate these effects. Practical implications: The findings support the idea that despite the physical distance between online retailers and customer, behaving ethically has an effect on revisit and purchase intentions. This suggests that online vendors should invest in methods that strengthen consumers' trust of websites. To convey a sense of ethics of the website, websites should ensure that privacy policies are easy to understand, explain clearly how customer information is used, offer secure payment methods, display clearly the terms and conditions of the online transactions, fulfill the orders, and avoid deceptive practices and exaggerations of product characteristics. Originality/value: Research integrating perceived ethical conduct of retailers and consumer behavior is still in the beginning, and has not explored all outcomes of perceived ethics. This study is an initial attempt to investigate the effects of perceived ethics of retailers on revisit and purchase intentions. This study contributes to the knowledge of consumer perceived ethics and behavioral intentions.

Original languageEnglish
Pages (from-to)133-154
Number of pages22
JournalJournal of Research in Interactive Marketing
Volume6
Issue number2
DOIs
StatePublished - 1 Jun 2012

Fingerprint

Retailers
Behavioral intention
Web sites
Revisit intention
Purchase intention
Consumer trust
Privacy policies
Measurement model
Consumer behaviour
Consumer perceptions
Ethical behavior
Direct effect
Consumer attitudes
Design methodology
Vendors
Customer information
Purchase
Product characteristics
World Wide Web
Payment methods

Keywords

  • Attitude toward site
  • Consumer behaviour
  • Electronic commerce
  • Ethics
  • Purchase intention
  • Retailer ethics
  • Retailers
  • Revisit intention
  • Trust of site

Cite this

@article{4fb31b3a05034def869260cc1741f75a,
title = "Perceived ethics of online retailers and consumer behavioral intentions: The mediating roles of trust and attitude",
abstract = "Purpose: The purpose of this study is to examine the effects of consumers' perception of online retailers' ethical behavior on consumer purchase and revisit intentions. Design/methodology/approach: A sample of 259 online shoppers was employed to test the relationships between perceived ethics of online retailers and the intention to revisit and purchase. The measurement model and structural relationships were estimated using AMOS 18. Findings: Results show that perceived ethics of an Internet retailer's website significantly affect consumers' trust and attitudes to the retailer's website that eventually have positive impacts on purchase and revisit intentions. Website trust was positively related to attitude toward the site. The results do not show support for a direct effect between perceived ethics and behavioral intentions, but attitude and trust toward the website mediate these effects. Practical implications: The findings support the idea that despite the physical distance between online retailers and customer, behaving ethically has an effect on revisit and purchase intentions. This suggests that online vendors should invest in methods that strengthen consumers' trust of websites. To convey a sense of ethics of the website, websites should ensure that privacy policies are easy to understand, explain clearly how customer information is used, offer secure payment methods, display clearly the terms and conditions of the online transactions, fulfill the orders, and avoid deceptive practices and exaggerations of product characteristics. Originality/value: Research integrating perceived ethical conduct of retailers and consumer behavior is still in the beginning, and has not explored all outcomes of perceived ethics. This study is an initial attempt to investigate the effects of perceived ethics of retailers on revisit and purchase intentions. This study contributes to the knowledge of consumer perceived ethics and behavioral intentions.",
keywords = "Attitude toward site, Consumer behaviour, Electronic commerce, Ethics, Purchase intention, Retailer ethics, Retailers, Revisit intention, Trust of site",
author = "Yam Limbu and Marco Wolf and Dale Lunsford",
year = "2012",
month = "6",
day = "1",
doi = "10.1108/17505931211265435",
language = "English",
volume = "6",
pages = "133--154",
journal = "Journal of Research in Interactive Marketing",
issn = "2040-7122",
publisher = "Emerald Group Publishing Ltd.",
number = "2",

}

Perceived ethics of online retailers and consumer behavioral intentions : The mediating roles of trust and attitude. / Limbu, Yam; Wolf, Marco; Lunsford, Dale.

In: Journal of Research in Interactive Marketing, Vol. 6, No. 2, 01.06.2012, p. 133-154.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Perceived ethics of online retailers and consumer behavioral intentions

T2 - The mediating roles of trust and attitude

AU - Limbu, Yam

AU - Wolf, Marco

AU - Lunsford, Dale

PY - 2012/6/1

Y1 - 2012/6/1

N2 - Purpose: The purpose of this study is to examine the effects of consumers' perception of online retailers' ethical behavior on consumer purchase and revisit intentions. Design/methodology/approach: A sample of 259 online shoppers was employed to test the relationships between perceived ethics of online retailers and the intention to revisit and purchase. The measurement model and structural relationships were estimated using AMOS 18. Findings: Results show that perceived ethics of an Internet retailer's website significantly affect consumers' trust and attitudes to the retailer's website that eventually have positive impacts on purchase and revisit intentions. Website trust was positively related to attitude toward the site. The results do not show support for a direct effect between perceived ethics and behavioral intentions, but attitude and trust toward the website mediate these effects. Practical implications: The findings support the idea that despite the physical distance between online retailers and customer, behaving ethically has an effect on revisit and purchase intentions. This suggests that online vendors should invest in methods that strengthen consumers' trust of websites. To convey a sense of ethics of the website, websites should ensure that privacy policies are easy to understand, explain clearly how customer information is used, offer secure payment methods, display clearly the terms and conditions of the online transactions, fulfill the orders, and avoid deceptive practices and exaggerations of product characteristics. Originality/value: Research integrating perceived ethical conduct of retailers and consumer behavior is still in the beginning, and has not explored all outcomes of perceived ethics. This study is an initial attempt to investigate the effects of perceived ethics of retailers on revisit and purchase intentions. This study contributes to the knowledge of consumer perceived ethics and behavioral intentions.

AB - Purpose: The purpose of this study is to examine the effects of consumers' perception of online retailers' ethical behavior on consumer purchase and revisit intentions. Design/methodology/approach: A sample of 259 online shoppers was employed to test the relationships between perceived ethics of online retailers and the intention to revisit and purchase. The measurement model and structural relationships were estimated using AMOS 18. Findings: Results show that perceived ethics of an Internet retailer's website significantly affect consumers' trust and attitudes to the retailer's website that eventually have positive impacts on purchase and revisit intentions. Website trust was positively related to attitude toward the site. The results do not show support for a direct effect between perceived ethics and behavioral intentions, but attitude and trust toward the website mediate these effects. Practical implications: The findings support the idea that despite the physical distance between online retailers and customer, behaving ethically has an effect on revisit and purchase intentions. This suggests that online vendors should invest in methods that strengthen consumers' trust of websites. To convey a sense of ethics of the website, websites should ensure that privacy policies are easy to understand, explain clearly how customer information is used, offer secure payment methods, display clearly the terms and conditions of the online transactions, fulfill the orders, and avoid deceptive practices and exaggerations of product characteristics. Originality/value: Research integrating perceived ethical conduct of retailers and consumer behavior is still in the beginning, and has not explored all outcomes of perceived ethics. This study is an initial attempt to investigate the effects of perceived ethics of retailers on revisit and purchase intentions. This study contributes to the knowledge of consumer perceived ethics and behavioral intentions.

KW - Attitude toward site

KW - Consumer behaviour

KW - Electronic commerce

KW - Ethics

KW - Purchase intention

KW - Retailer ethics

KW - Retailers

KW - Revisit intention

KW - Trust of site

UR - http://www.scopus.com/inward/record.url?scp=84865129538&partnerID=8YFLogxK

U2 - 10.1108/17505931211265435

DO - 10.1108/17505931211265435

M3 - Article

AN - SCOPUS:84865129538

VL - 6

SP - 133

EP - 154

JO - Journal of Research in Interactive Marketing

JF - Journal of Research in Interactive Marketing

SN - 2040-7122

IS - 2

ER -