Paper Details

Name: Nidhi Sharma, Neeraj Goyal
Country: India

Year: 2025
Volume: Volume-12, Issue-1 Year: 2025 (Jan-June)
Page Number: 41-48
DOI: https://doi.org/10.5281/zenodo.15689473

Society often criticizes internet buying due to ethical issues such as privacy concerns and transaction security. As a result, it is essential that online merchants integrate ethical considerations into their marketing strategies, since consumers tend to avoid businesses perceived as unethical. While numerous studies have addressed the ethics of traditional retailing, limited research exists on the specific ethical challenges of online shopping. This study aims to explore the impact of perceived ethical practices of online retailers on consumer trust, satisfaction, and loyalty.
Data were collected through a structured questionnaire distributed among 100 online shoppers. The findings revealed that 78% of respondents shop online at least once a month, indicating the growing prevalence of e-commerce. Statistical analysis demonstrated significant positive correlations between the ethical practices of online retailers and consumer trust (r = 0.68, p < 0.01), satisfaction (r = 0.72, p < 0.01), and loyalty (r = 0.65, p < 0.01). These results suggest that higher perceived ethics in e-retailing modestly enhance consumers' trust, which in turn boosts satisfaction and fosters loyalty. The study highlights the importance for online businesses to maintain high ethical standards in their operations, especially in areas related to user interface quality, information transparency, and secure transaction mechanisms.
Keywords: E-retailing, E-satisfaction, E-trust, E-loyalty, Ethics, E-commerce, User interface quality, Information quality.