ONLINE ETHICS AND REPURCHASE INTENTION

Abstract

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 test a comprehensive model of online retailing ethics. Design/methodology/approach - The study used a survey amongst a sample representative from various regions in India. In total, 132 questionnaire were collected and analysed using SPSS. Findings - The results indicate that the consumer intention to repurchase depends on online retailing ethics (Reliability, privacy, shared values, and service recovery). Limitations and Future Research - In this study there are some research limitations which needs acknowledgement. Very firstly this method employed a convenience sample and not the random sampling of general customers. This study do not talk of antecedents of e-retailing ethics such as Culture, religion etc. These type of factors can also influence the customer’s perception about e-retailing ethics. During literature review some factors were also identified like sex, age and education. A research could also be done to identify how these factors affect the buying pattern of consumers. This model could also be test for other population like non-online customers to identify some other aspects of retailing ethics.