The determinants and consequences of website credibility in e-retailing: Examining the roles of ethical issues

Yam B. Limbu, Ricard W. Jensen

Research output: Contribution to journalArticle


In the e-tailing context, little is known about ethical determinants of consumers’ perceptions of the credibility of a retailer’s website (i.e., website credibility). Thus, this study examines the impact of ethical issues (i.e., privacy, security, fulfilment, and non-deception) on website credibility and its subsequent influence on consumers’ attitudes toward site and behavioural intentions. Results show that fulfilment and non-deception are related positively to website credibility, which ultimately influences consumers’ attitudes toward retailer’s website. However, security and privacy were not significant predictors of website credibility. Attitude toward the website is significantly related to purchase intent, revisit intent, and positive word-of-mouth.

Original languageEnglish
Pages (from-to)89-108
Number of pages20
JournalInternational Journal of Electronic Marketing and Retailing
Issue number1
StatePublished - 1 Jan 2018



  • Attitude toward the website
  • Fulfilment
  • Non-deception
  • Online retailing
  • Online retailing ethics
  • Positive word-of-mouth
  • Privacy
  • Purchase intent
  • Revisit intent
  • Security
  • WOM
  • Website credibility

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