Abstract

While e-commerce has witnessed extensive growth in recent years, so has consumers' concerns regarding ethical issues surrounding online shopping. The vast majority of earlier research on this area is conceptual in nature, and limited in scope by focusing on consumers' privacy issues. This study develops a reliable and valid scale to measure consumers' perceptions regarding the ethics of online retailers. Findings indicate that the four factors of the scale - security, privacy, non-deception and fulfillment/reliability - are strongly predictive of online consumers' satisfaction and trust. The results offer important implications for e-retailers and are likely to stimulate further research in the area of e-ethics from the consumers' perspective.