The purpose of this study was to produce empirical research to examine the ethical
concerns related to B2B (IT) in North West, UK. the Internet has fundamentally transformed the nature and the related businesses and customers maintain; while online purchasing Has experienced significant growth recently, customers worry frequently about the
ethical issues of online increasingly. For retailers, internet usage has been a cause for concern and posed to be a challenge. Concerns of virtuous behaviour and security can derail
customers from actively online purchasers’. To foster further growth, marketers must realize these critical ethical challenges in the online retailing environment and be cautious not
to create dissatisfaction or distrust Most of the research was conceptual and limited in
scope.
In an online context, this study proposes and tests a conceptual model that will discover the relationships between online providers’ websites and ethical factors (e.g. privacy,
security, fulfilment, non-deception, information quality, website credibility, and customer
support) and customer satisfaction. It also explores the mediating role of trust and commitment on the link between PPSE and purchasers’ satisfaction.
An empirical study was conducted to validate a proposed conceptual framework
and test the research hypotheses. A quantitative methodology was applied using a hand delivered self-administered questionnaire as the data collection technique. Two hundred
twenty-three (223) completed questionnaires were distributed randomly, a total of 193
questionnaires were returned. In this context based on the analysis of 180 valid
questionnaires, targeting key businesses in information technology to SMEs (B2B) IT in
North west, UK.
Currently, there is no recorded contribution that focuses on the relationship between
the purchaser’s perceptions of the seller’s ethics (PPSE) of the purchaser’s satisfaction
Trust and commitment mediate. This gap in the literature is the main of the current thesis.
Therefore, this thesis makes a novel contribution to the literature by providing empirical
evidence regarding the potential impact of purchasers’ perception of sellers’ ethics and
their satisfaction. To achieve this aim, the author has developed a conceptual framework
that helps in the empirical examination of the relationship between these two concepts.
This is considered significant due to the present contradictions in the literature
regarding the incorporation of the purchasers’ perception of the seller’s ethics and its
impact on their satisfaction Commitment and trust mediate the relationship between PPSE
and satisfaction.
A multivariate analysis was undertaken using the variance-based statistical
technique known as Partial Least Squares Structural Equation Modelling.
The findings of this study have both theoretical and practical implications show
significant support for the proposed conceptual framework. As predicted, purchase
perceptions of seller’s ethics is a second-order construct with seven dimensions (i.e.,
privacy, non-deception, security, reliability, information quality, website credibility, and
customer support) commitment and trust mediate the relationship between PPSE and
satisfaction
