| Summary: | 碩士 === 崑山科技大學 === 企業管理研究所 === 99 === 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. But no relevant laws to protect of consumers, which allows consumers to feel no trust for online retailing. So, the real necessary to online retailing sales ethical, influence the nline retailing sales ethical on the deep discussion.
This study’s principal model scale is consumers’ perceptions regarding the ethics of online retailers (CPEOR),The first, this Study uses four variables of CPEOR(security, privacy, non-deception, and fulfillment/reliability.) effect to electronic word of mouth, store trust, and store image. The second electronic word of mouth and store trust effect to repurchase Intension. Data from 277online consumers were sampled as subjects,
The results of path analysis show that (1) Sales ethics has positive part impact related to Electronic word of Mouth (2) Sales Ethics has impact related to Store Image and Store Trust(3) Store Image not impact related to Store Trust (4) Electronic Word of Mouth and store image impact related to repurchase intension.
Finally, this study provides suggestions and recommendation for online retailing service provider.
Keywords: Sales ethics, Electronic Word of Mouth, Store Trust, Store Image
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