How Does CPEOR Affect Consumer Behavior? Effects of Online Promotion and Gender

• Main Authors: YANG, SHU-TING, 楊舒婷
• Other Authors: HU, HSIU-HUA
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/92062173291011275655

碩士 === 銘傳大學 === 國際企業學系碩士班 === 104 === Nowadays, e-commerce has become a prosperous industry for creating increasing profit in the world. However, online retailers’ unethical behaviors are also increasing that bring consumers high-level risks for e-shopping. To avoid this kind of risks, consumers’ perceptions regarding the ethics of online retailers (CPEOR) has become an important index to recognize online retailers’ ethical practices. Thus, this study referred to Román’s (2007) developed scale of CPEOR containing privacy, security, non-deception and reliability/fulfillment to explore CPEOR’s affection on consumers’ behaviors including e-loyalty and e-word of mouth (e-WOM). Additionally, this study compared and verified the moderating effect of online retailers’ sales/cause-related marketing (CRM) promotion on the relationship between CPEOR and consumers’ behaviors, and another moderator, consumers’ gender, which can affect sales/CRM promotion’s moderating effect. The purpose of this study is to investigate the impact of CPEOR on consumer behaviors including their e-loyalty and positive e-WOM, the moderating effect of online retailers’ promotions on the relationship between CPEOR and consumers’ behaviors as well as the moderating role of consumers’ gender differences. This study used a scenario experiment approach and 2 × 2 between-subject factorial as a method to examine the effect of CPEOR on consumers’ e-loyalty and e-WOM, and online promotion’s moderating effect as well. The total sample size was 491 valid questionnaires from undergraduate and postgraduate students in Taiwan. The empirical results indicated that (1) CPEOR, including its 4 facets, has positive effect on consumers’ e-loyalty and e-WOM; (2) online retailers’ sales/CRM promotion can moderate the relationship between CPEOR and consumers’ behaviors; (3) consumers’ gender can be a moderator on sales/CRM promotion’s moderating effect such that female consumers can strengthen sales/CRM promotion’s moderating role positively.