Purpose: The theoretical understanding of online shopping behaviour has received much attention. Less focus has been given to online retailing ethics. Therefore, the purpose of this paper is to develop and test a comprehensive model of online retailing ethics.
Design/methodology/approach: The study used a survey amongst a sample representative of universities across Egypt. In total, 310 questionnaire were collected and analysed using structure equation modelling using WarpPLS.
Findings: The results indicate that the consumer perceptions of online retailing ethics (CPORE) as a second-order construct is composed of five constructs (security, privacy, non-deception, fulfilment/ reliability, and service recovery) and strongly predictive of online consumer satisfaction. Furthermore, the authors find a significant mediating effect of trust, and commitment on the relationship between CPORE and customer satisfaction. The results also show that individualism had moderate effects on the relationship between CPORE and customer satisfaction. Contrary to expectations, power distance had no significant effect.
Research limitations/implications: Despite the contributions of this study some research limitations need acknowledgment. First, this study employed a convenience sample. The authors encourage future studies to use random sampling of general consumers. The ethics literature identifies some factors which influence ethical judgments of consumers (e.g. sex, age, and education). Such research could identify how each variable, individually and cooperatively, impacts consumer ethical evaluations of online retailing. The authors did not collect data from non-internet shoppers because the focus of this study was online consumers referring to their latest purchase online. It may be an interesting extension, however, to test this conceptual model for other populations like non-online consumers.
Originality/value: This study developed and empirically tested a comprehensive model of CPORE with its multidimensional constructs and evaluated its impact on both consumer satisfaction and repurchase intention via trust and commitment
