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Ethics of Retailers and Consumer Behavior in E-Commerce: Context of Developing Country With Roles of Trust and Commitment

Ethics of Retailers and Consumer Behavior in E-Commerce: Context of Developing Country With Roles of Trust and Commitment

Zhi Yang, Quang Van Ngo, Chung Xuan Thi Nguyen
Copyright: © 2020 |Volume: 11 |Issue: 1 |Pages: 20
ISSN: 1947-9638|EISSN: 1947-9646|EISBN13: 9781799806417|DOI: 10.4018/IJABIM.2020010107
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MLA

Yang, Zhi, et al. "Ethics of Retailers and Consumer Behavior in E-Commerce: Context of Developing Country With Roles of Trust and Commitment." IJABIM vol.11, no.1 2020: pp.107-126. http://doi.org/10.4018/IJABIM.2020010107

APA

Yang, Z., Van Ngo, Q., & Nguyen, C. X. (2020). Ethics of Retailers and Consumer Behavior in E-Commerce: Context of Developing Country With Roles of Trust and Commitment. International Journal of Asian Business and Information Management (IJABIM), 11(1), 107-126. http://doi.org/10.4018/IJABIM.2020010107

Chicago

Yang, Zhi, Quang Van Ngo, and Chung Xuan Thi Nguyen. "Ethics of Retailers and Consumer Behavior in E-Commerce: Context of Developing Country With Roles of Trust and Commitment," International Journal of Asian Business and Information Management (IJABIM) 11, no.1: 107-126. http://doi.org/10.4018/IJABIM.2020010107

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Abstract

In the era of the information-communication technology with the development of electronic commerce, consumers can buy almost everything anywhere and at any time. One of the greatest benefits of e-commerce has been the convenience and the vast choices which consumers get online. However, some serious issues exist that impede consumers from transaction online. These issues have attracted the attention of many marketing researchers in recent years. In this research, the authors focus on the impact of consumers' ethics perception of e-retailer on their purchase intention and satisfaction. The authors also try to clarify the roles of trust and commitment in the relationship of ethics on consumers purchase decision and satisfaction because of their importance in e-commerce but also the privation in the research of previous studies. The data collected from a survey of 390 online consumers in Vietnam. Results reveal that there are significant relationships between online retailers' ethics and consumers' purchase intention and satisfaction via the mediation of trust and commitment.