Online shoppers’ perceptions of e‐retailers’ ethics, cultural orientation, and loyalty: An exploratory study in Taiwan

This study aims to examine the impact of cultural orientation on consumer perceptions regarding the ethics of online retailers (CPEOR), and to understand the influence of CPEOR on e‐loyalty intention.

The paper operationalizes Román's CPEOR scale and Triandis’ individuality and collectivism typology. A valid sample of 949 respondents is collected via an online survey.

Consumers with horizontal individualism, and with horizontal and vertical collectivism tend to hold higher perceptions of e‐retailers’ ethics. The higher consumers perceive positive CPEOR, the more they tend to purchase from the same online sellers.

Multinational enterprises must understand the possible effects of cultural context on consumer attitudes of e‐retailers’ ethics before they can create successful marketing strategies. Additionally, if e‐retailers maintain shopping situations where transactions are secure, private, and certain, e‐shoppers are more likely to be inspired to repurchase from the same vendors.

The CPEOR scale, which includes security, privacy, non‐deception and fulfillment dimension, is greater completeness to evaluate consumer perceptions of e‐retailers’ ethics than scales using a unidimensional approach. This study further examines both individualism and collectivism at the individual level, which is rare in the existing literature.