The determinants and consequences of website credibility in e-retailing: examining the roles of ethical issues
Yam B. Limbu, Ricard W. Jensen · International Journal of Electronic Marketing and Retailing · 2017
In the e-tailing context, little is known about ethical determinants of consumers' perceptions of the credibility of a retailer's website (i.e., website credibility). Thus, this study examines the impact of ethical issues (i.e., privacy, security, fulfilment, and non-deception) on website credibility and its subsequent influence on consumers' attitudes toward site and behavioural intentions. Results show that fulfilment and non-deception are related positively to website credibility, which ultimately influences consumers' attitudes toward retailer's website. However, security and privacy were not significant predictors of website credibility. Attitude toward the website is significantly related to purchase intent, revisit intent, and positive word-of-mouth.