Title: The determinants and consequences of website credibility in e-retailing: examining the roles of ethical issues

Authors: Yam B. Limbu; Ricard W. Jensen

Addresses: Department of Marketing, Feliciano School of Business, Montclair State University, Montclair, NJ 07043, USA ' Department of Marketing, Feliciano School of Business, Montclair State University, Montclair, NJ 07043, USA

Abstract: 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.

Keywords: online retailing; website credibility; online retailing ethics; privacy; security; fulfilment; non-deception; attitude toward the website; purchase intent; revisit intent; positive word-of-mouth; WOM.

DOI: 10.1504/IJEMR.2018.088592

International Journal of Electronic Marketing and Retailing, 2018 Vol.9 No.1, pp.89 - 108

Received: 30 Jul 2016
Accepted: 04 Dec 2016
Published online: 12 Dec 2017 *

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