DOI: 10.4018/IJABIM.2020010107

International Journal of Asian Business and Information ManagementVolume 11 • Issue 1 • January-March 2020

Copyright©2020,IGIGlobal.CopyingordistributinginprintorelectronicformswithoutwrittenpermissionofIGIGlobalisprohibited.

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Ethics of Retailers and Consumer Behavior in E-Commerce:Context of Developing Country With Roles of Trust and CommitmentZhi Yang, Hunan University, Changsha, China

Quang Van Ngo, Hunan University, Changsha, China

Chung Xuan Thi Nguyen, Hunan University, Changsha, China

ABSTRACT

Intheeraoftheinformation-communicationtechnologywiththedevelopmentofelectroniccommerce,consumerscanbuyalmosteverythinganywhereandatany time.Oneof thegreatestbenefitsofe-commercehasbeentheconvenienceandthevastchoiceswhichconsumersgetonline.However,someseriousissuesexistthatimpedeconsumersfromtransactiononline.Theseissueshaveattractedtheattentionofmanymarketingresearchersinrecentyears.Inthisresearch,theauthorsfocusontheimpactofconsumers’ethicsperceptionofe-retailerontheirpurchaseintentionandsatisfaction.Theauthorsalsotrytoclarifytherolesoftrustandcommitmentintherelationshipofethicsonconsumerspurchasedecisionandsatisfactionbecauseoftheirimportanceine-commercebutalsotheprivationintheresearchofpreviousstudies.Thedatacollectedfromasurveyof390onlineconsumersinVietnam.Resultsrevealthattherearesignificantrelationshipsbetweenonlineretailers’ethicsandconsumers’purchaseintentionandsatisfactionviathemediationoftrustandcommitment.

KEyWoRDSBusiness Ethics, Commitment, Electronic Commerce, Purchase Intention, Retailer Ethics, Satisfaction, Trust, Vietnam

1. INTRoDUCTIoN

Internetthatisoneofthemostremarkableinventionsof20thcentury;ithasbeenextensivelyappliedinseveralfieldsinbusinessandinourdailylives.Theinternetwithover3.4billionusersworldwidein2016,comparedto2billionin2010,1billionin2005and0.414billionin2000(Internetworldstats,2016).Inthedevelopingcountries,31%ofthepopulationisonline,comparedwith77%inthedevelopedones(Internetworldstats,2016).E-commerceisoneofthemostimportantInternetapplications(Kim,Ferrin,&Rao,2009;Yang,Lin,Chandlrees,&Chao,2009),asithasdramaticallyrevolutionizedthewayweshop,whereshoppingonlineprovidestheunprecedentedflexibilityintermsoftimeandplace.Astheinternetphenomenonbringsaboutthegreatestofconveniences,italso

Thisarticle,originallypublishedunderIGIGlobal’scopyrightonJanuary1,2020willproceedwithpublicationasanOpenAccessarticlestartingonFebruary1,2021inthegoldOpenAccessjournal,InternationalJournalofAsianBusinessandInformationManagement(con-vertedtogoldOpenAccessJanuary1,2021),andwillbedistributedunderthetermsoftheCreativeCommonsAttributionLicense(http://creativecommons.org/licenses/by/4.0/)whichpermitsunrestricteduse,distribution,andproductioninanymedium,providedtheauthorof

theoriginalworkandoriginalpublicationsourceareproperlycredited.

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posesnewchallenges–theissueofethicsbeingoneofmostsevere.Internetisanewenvironmentforunethicalbehavior(Freestone&Mitchell,2004).EthicalissuesaboutInternetusagehaveprovokedcriticalproblemstoconsumersandcreatednewissuesforpractitioners(Román&Cuestas,2008).Un-ethicalbehaviorofe-retailershasrestrainedconsumerstotransactonline.Asmoreandmoree-retailersenterintoe-commerce,andincreasinglyoffermorealternativestoconsumers,competitionintensifies.Thus,theabilitytoretainconsumershasbecomemoreimportantasuccessrequirementthanever(Reichheld&Schefter,2000).

Marketersand/ore-retailershavetoprovideinsightsintohowethicsrelatetoconsumerbehaviors,particularlyhowconsumersperceiveandevaluatetheethicsofe-retailersandhowtosatisfyconsumerexpectations(Anderson&Srinivasan,2003).Ethicsisthestudyofacceptablecriteriaandrulesthatguidethepracticesofindividualsandgroups(McLaren,2003),althoughto-datethereisstilldebatesaboutwhatstandardsshouldbeusedinmarketingasmoralstandards(SergioRoman,2007).

Incomparisontostudiesinconventionalretailing,studiesintoethicsrelatingtoe-retailingislessadvanced.Inrecentyears,moreethicalissueshavearisenine-commerce;suchasmisleading/untruthfuladvertising,badproductquality,cheating,intrusionofprivacy,informationmisuse,betrayaloftrust,etc.Generally,itisbelievedthatthemainreasonoftheseproblemsisthefacelessinteractionsandtheopportunismofsomeretailers.Soadditionalresearchontheconsumers’perceptionofethicsinanonlineenvironmentisneeded(Limbu,Wolf,&Lunsford,2012),(Elbeltagi&Agag,2016).

Uptonow,someresearchershaveexaminedconsumers’perceptionofe-retailers’ethics.Roman(2007)proposedascalemeasuringtheperceptionofonlineretailer’sintegrityandresponsibilityindealingwithconsumersinasecure,confidential,fair,andhonestmanner.Otherstudiesinvestigatedtheimpactofperceivedethicsongeneralinternetexpertiseandwordofmouth(Román&Cuestas,2008);theethicalperformanceofshoppingwebsites’onconsumertrust(Yangetal.,2009);onsatisfactionandloyalty(Limbu,Wolf,&Lunsford,2011),onpurchaseintentionandrevisitintention(Limbuetal.,2012).FromthescaleofRoman(2007),(Elbeltagi&Agag,2016)proposedanewscaleincludingfour(4)constructsofRomanandtwo(2)newones(servicesrecoveryandsharedvalue)andtestedtheeffectofthemonsatisfactionandrepurchaseintention.

Despiteincreasingexpectationsfromcustomers,theethicsofe-retailerhasnotbeenadequatelyanalyzedinmarketingliterature.Previousstudiesalsoindicatedthattrustisoneofthemostimportantkeysuccessfactorsine-commerce(Fangetal.,2014;Chen&Dibb,2010;Arman2011;Kvasova,2013). Other research specified the impact of commitment in building and maintaining a goodrelationshipbetweenconsumersandretailersorvendors(Kozlenkova,Palmatier,Fang,Xiao&Huang,2017), (Eastlick,Lotz&Warrington,2006).As consumers’purchase intentions and satisfactionareimportantfactorsine-commerce,thesehaveattractedalotofstudies(Akbar&Parvez,2009;Anderson&Srinivasan,2003;Dimitriades,2006;Limbuetal,2012).

AlmostallpreviousstudiesonCPEOR(Consumers’PerceptionofEthicsofRetailers)havebeenconductedinthecontextofdevelopedcountries(Elbeltagi&Agag,2016)wheretheenvironment(ofconsumerincome,shoppinghabits,legalsystems,etc.)isdifferentfromthoseofdevelopingcountries.Vietnamisoneofthedevelopingcountrieshavingtheeconomicgrowthratewhichisthehighestintheworldinrecentyears(seetheAppendixC).Vietnamisalsoadynamicnationwithmorethan49millionusersin2016incomparisonwithmorethan94.4millionofpopulation,theyearlypenetrationrateabout3.3%(seedetail in theAppendixB).Concerningthee-commerce,58%Internetuserspurchasingonline,with59%isfemale,and37%arestudents.Bute-commerceinVietnamisstillperformingbelowexpectationformanyreasons,suchase-commercelegalsystem,thee-commerceinfrastructure,maturityoftheethicsofe-retailerswhichcurrentlytendtoleadconsumerstodistrust.

Hence,thepurposeofthisstudyistodevelopandempiricallytestaframeworkthatexplainsthefollowinghypothesisinthecontextofVietnam(adevelopingcountrywithanearlye-commerceenvironment):That,trustandcommitmentfrome-retailersareessentialenablers(ormediators)orthekeymeasurementsofe-retailers’ethics(adoptingtheTrust-Commitmenttheory).That,thekeyCPEOR(Consumers’PerceptionofEthicsofRetailers)componentsofsecurity,privacy,non-deceptionand

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fulfillment(tobediscussedinSection3),havesignificantinfluenceontheconsumers’perceptionofe-retailers’ethics.Andhowinturn,customers’evaluationofe-retailers’ethicsdeterminescustomerpurchaseintentionandtheirsatisfaction.

Thefollowingsectionsofthispaperpresenttheliteraturereviewwhichisfollowedbyaconceptualmodelandhypothesis.Then,themethodologyisreportedinwhichdatawerecollectedviasurvey.Finally,theresultsanddiscussion,managerialimplicationsandlimitationscomprisethelastsectionsofthispaper.

2. LITERATURE REVIEW

2.1. Ethical Issues in E-CommerceTo-date,thereisawiderangeofdefinitionsaboute-commerce.Onecomprehensivedefinitionistheuseof electronic communications anddigital informationprocessing technology inbusinesstransactionstocreate, transform,andredefinerelationshipsforvaluecreationbetweenoramongorganizations,andbetweenorganizationsandindividuals(Yangetal.,2009).AccordingtoAristotle’sphilosophyofethics,theethicsisaphenomenonthatevaluateswhetherthebehaviorsofindividualsarerightorwrong(citedfrom(Gaski,1999).Itseeksananswertothequestion“whatisgood”(Pires&Stanton,2002).

Researchonmarketing ethics firstmade its appearance in the late 1960s,with thework ofBartels(1967),whichprovidedthefirstconceptualizationoffactorsinfluencingmarketingethicsdecisionmaking.Andoneoftheclassicalworkinmarketingethicsis“A general theory of marketing ethics”,normallycalledH-Vtheory,of(Hunt&Vitell,1986).Marketingethicshasbeendefinedas“the systematic study of how moral standards are applied to marketing decisions, behaviors, and institutions”(Murphy,Laczniak,Bowie,&Klein,2005).Gaski,1999definedmarketingethicsasethicaljudgmentsapplicabletodecisions,applicationsandattitudesofmarketing.

Inthecontextofarisingethicalproblemsinmarketingandtheincreasingconsumerperceptionofethics,therearemanystudiesthathavebeencarriedoutaboutthemarketingethicsandethicaldecisionmaking(Hunt&Vitell,1986),(Hunt&Vitell,2006),(Yangetal.,2009).Masonaddressedfour ethical issues in the information age: privacy, accuracy, property, and accessibility (PAPA)(Mason,1986).(Radin,Calkins,&Predmore,2007)andlistedethicalissuesine-commerceincludingprivacy,securityconcerns,websiteadvertising,cybersquatters,onlinemarketingofchildren,conflictsofinterest,andmanufacturerscompetingwithintermediariesonline.

E-retailingethicsisdefinedastheresponsibilityofe-retailers,includingtheirtrustworthy,fairandhonestbehaviorstowardscustomersandsafeguardingtheinterestsoftheircustomers(SergioRoman,2007).The internethasbecomeanewatmosphere fornon-ethical behaviors (Freestone&Mitchell,2004)andtheeasiestwaytodamageanyrelation(Fisher,Taylor,&Fullerton,1999).E-retailerethicshastheimpactonattitudetowebsiteandtrustinawebsite(Limbuetal.,2012);andtrustinawebsiteonattitudetoawebsiteofe-retailersaresignificant(Limbuetal.,2011).

2.2. Trust - Commitment TheoryAnyandeveryactionbye-retailershastocreateagoodrelationshipwiththeirconsumer.TheTrust-CommitmenttheoryproposedbyMorgan&Huntfocusesonexplainingthedevelopmentoflong-termrelationshipbetweenanyexchangeparties.Basedonthetrust-commitmenttheory(Morgan&Hunt,1994)developedamodelofrelationshipsinmarketing,withtrustandcommitmentaskeyenablers.Thus,trustandcommitmentarebothparticularlyimportantine-commercebecausecustomersareunlikelytoshoponlineiftheydonottrustawebsiteorthee-retailer(Kim,Chung,&Lee,2011).Manystudieshaveanalyzedtheantecedentsofconsumers’trustandcommitmenttohelpretailersdesigntheirwebsitestogainahighimpressionoftrustworthinesswiththeconsumers.

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Inthispaper,theauthorappliedthistheoryandwiththeend-objectivetoanalyzetherelationshipbetweenconsumers’perception(ofe-retailerethics)onconsumers’purchaseintentionandsatisfaction.

Trustisamulti-disciplinaryconcept,incorporatingideasfromeconomics,marketing,sociology,psychology,organizationbehavior,strategy,informationsystems,anddecisionsciences.Trusthasbeendefinedinvariouswaysintheliterature.Trustiswillingnesstorelyonanexchangepartnerinwhomonehasconfidence(Moorman,Deshpande,&Zaltman,1993).MorganandHunt(1994)feltthattrustexistswhenonepartyhasconfidenceinanexchangepartner’sreliabilityandintegrity.

Thecommitmenthasbeendescribedinmanywaysanditcouldmeandifferentthingstodifferentpeople.Moormanetal.(1992)definedrelationshipcommitmentasanenduringdesiretomaintainvaluedrelationship(Moorman,Zaltman,&Deshpande,1992).Businesspartnersvaluetrust-basedrelationshipveryhighly, and tend to commit themselves to such relationship (Hrebiniak, 1974),(Moormanetal.,1993),(Garbarino&Johnson,1999).Thetrust-commitmentinteractionhasalsobeendemonstratedby(Morgan&Hunt,1994).

Thus, trust and commitment are at the centerofourConceptual researchmodel,where thetrust-commitmenttheoryactasenablersintherelationbetweenCPEORandconsumerspurchaseintentionandsatisfaction.

2.3. The Nature of Consumers’ Perceptions of Ethics of online Retailers (CPEoR)Itishighlyimportanttogainclarityonhowconsumerstendtoperceivee-retailers’ethicsperformance.Inthisresearch,CPEOR,isdefinedasconsumers’perceptionsabouttheintegrityandresponsibilityofthecompany(behindthewebsite)initsattempttodealwithconsumersinasecure,confidential,andhonestmannerthatultimatelyprotectsconsumers’interest(SergioRoman,2007),whileRoman2007proposedameasurescaleofCPEORthatincludesfourcomponents-security,privacy,non-deceptionandfulfillment.

2.3.1. SecurityMoststudiessuggestedsecurityasthemostimportantfactorofe-retailerethics(Belanger,Hiller,&Smith,2002),(Shergill&Chen,2005).Inane-commercecontext,securityreferstoconsumers’perceptionsabouttheprotectionofonlinetransactionandfinancialinformationfromunauthorizedaccess(SergioRoman,2007);thatis,thefinancialandpersonal-datasecurity(Janda,Trocchia,&Gwinner,2002).Earlierstudieshavealsosuggestedthattheconsumershavecomplicatedconcernsabout the risk of providing their financial and personal information to e-retailers (Miyazaki &Fernandez,2001).Ife-retailersmanagecustomerdatacarelessly,orpurposefullyleak,orputforwardtheconsumerinformationtootherretailers,itcanmakeconsumerstoperceivetheretailersnegatively.

2.3.2. PrivacyPrivacy in e-commerce is defined as consumers’ perceptions about the protection of individualinformationontheinternet(Bart,Shankar,Sultan,&Urban,2005)orthewillingnessofconsumersto share information over the internet (Belanger et al., 2002). Privacy is an important constructine-commerce(Shergill&Chen,2005;Jones,1991;Stead&Gilbert,2001)becauseconsumerssharepersonalandfinancialinformationwithe-retailers,expectingconfidentialtreatmentoftheirinformation.Past studieshave shown that consumershaveexperiencede-retailers’practices thatencroachedontoconsumers’privacy(Taylor,Vassar,&Vaught,1995).Paststudiesalsoshowedtheimportantrolesofprivacyine-commerce,particularlyinwinningconsumers’loyalty,gainingtrustinanonlineretailer(Lauer&Deng,2007),andgainingsatisfactionwiththewebsiteofonlineretailers(SergioRoman,2007).

2.3.3. Non-DeceptionDeceptionhasreceivedspecialattentionintheareasofadvertisingandpersonalselling/traditionalretailing.Inthisstudy,perceiveddeceptionreferstotheextenttowhichtheconsumerbelievesthatan

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onlineserviceproviderusesdeceptiveormanipulativepracticeswiththeintenttopersuadeconsumerstopurchase thewebsite’sofferings (SRoman,2010).Deception, in thecontextofmarketing, is‘‘unethicalandunfairtothedeceived’’(Aditya,2001),‘‘theexaggerationofthefeaturesandbenefitsofaproduct’’and‘‘sellingitemsthroughhigh-pressuresellingtechniques’’ascommonexamplesofdeceptiveormanipulativetactics(Román&Ruiz,2005;Ramsey,Marshall,Johnston,&Deeter-Schmelz,2007;Riquelme&Román,2014).

2.3.4. FulfillmentFinally,fulfillmentreferstoaconsumertrustandbeliefthatanobligationwillbefulfilled.Consumersexpect e-retailers to act in consumers’ interest. This relates to the price on the site of retailer(SergioRoman,2007),totheavailabilityanddeliveryoftheproductsordered,totheconsistencyof performance and dependability of e-retailer (Parasuraman, Zeithaml, & Malhotra, 2005). Ine-commerce,itisvitaltomakeconsumerstotrustthatacompanyisgoingtoperformwhatitpromisestodo(Wolfinbarger&Gilly,2003).Fulfillmentrevealstheconsistencyandcredibilityofaretailer(Roman,2007),especiallywhenconsumershavetowaitsomedaysbeforetheycanreceivetheproductwhichtheyshoponline.Thisiswhyhandlingandshippingoftheproducts,orderfulfillmenthasbeenchallengingtoonlineretailers(Reynolds,2000).

3. CoNCEPTUAL MoDEL AND HyPoTHESIS

Based on the literature review above, this research formulated the Conceptual Model andhypothesis(Figure1).

3.1. Hypothesis3.1.1. CPEOR Effect on Trust and CommitmentAs mentioned earlier, CPEOR in this model considers four components: security, privacy, non-deceptionandfulfillment.Letusunderstandhowbusinesspracticesandhandlingofthesedimensions’shapee-retailers’trustworthiness,andcommitment.

Trustisanindividual’s,orafirm’sethical-basedbehavioralexpectationofanotherindividualoranotherfirmwithwhomthereisarelationofaneconomicpartnershiporaneconomicexchange(Hosmer,1995).Accordingly,ethicalbehaviorandtrustareinseparableconceptsthusbuildingtrustrequires ethicalbehavior. (Rao&Singhapakdi, 1997).Studieshave shown that ethical elementssuchastrust,privacy,andsecurityareantecedentsofperceivedtrustbythecustomersofe-retailers(Selnes,1998),(Pollach,2005).

Figure 1. Conceptual model

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Thus,ourhypothesesthat:

H1a:Securityhaspositiveimpactonconsumertrust.H1b:Privacyhaspositiveimpactonconsumertrust.H1c:Non–deceptionhaspositiveimpactonconsumertrust.H1d:Fulfillmenthaspositiveimpactonconsumertrust.

Commitmentisdefinedasaconsumer’sdesiretocontinuearelationshipwithanonlineserviceprovider(Oliver,1980).Whenconsumersperceivetheyarebeingtreatedunfairlybytheretailers,thecustomerwillhaveintentiontoleavetherelationship.Previousstudies(Collier&Esteban,2007;Lacey&Kennett-Hensel,2010)showedthattherearepositiverelationshipsbetweenethicalvaluesofthecompanyandconsumerscommitmentinmarketing.Theybelievethatmaintainingahighlevelofconsumercommitmentcanbringbenefitsandeffectiveness.Apositiveassociationbetweenthefirms’marketingethicalityandconsumercommitmentisconfirmed.Consumerstendtosearchonlineandexamineethicalissues(particularlyonprivacy,security,non–deception,fulfillment),beforetheycommitthemselvestoatransactionalrelationship.Forexample,(Limbuetal.,2011)concludedthatprivacypoliciesaffectconsumers’trustinthee-retailing,andinfluencetheirtendencytopatronize.

Thus,ourhypothesesthat:

H3a:Securityhaspositiveimpactonconsumercommitment.H3b:Privacyhaspositiveimpactonconsumercommitment.H3c:Non–deceptionhaspositiveimpactonconsumercommitment.H3d:Fulfillmenthaspositiveimpactonconsumercommitment.

3.1.2. Trust and Commitment Inter-RelationshipTrustisconsideredcentraltoe-commercerelationships.Trustmaybeinstrumentaline-commercetransactions; it is easily affected by commitment performance, which in turn affects continuedpurchasingandloyaltybehaviors(Urban,Sultan,&Qualls,2000).Commitmentisconceptualizedasoccurringwhenanexchangepartnerputsforthmaximumeffortstomaintainavaluedrelationshipwithanotherparty,andinturn,positively(ornegatively)affectsconsumers’propensitytostay(orleave)therelationship(Morgan&Hunt,1994).Vastliteraturerecognizestrustasaprerequisitetobuildingcustomerrelationships,andasaprecedingstateforthedevelopmentofcommitment(Garbarino&Johnson,1999),(Moormanetal.,1993).

Thus,ourhypothesisthat:

H2:ConsumerTrusthaspositiveimpactonconsumercommitment.

3.1.3. Trust and Consumer BehaviorsPurchaseintentionisdefinedinthisstudyasabuyer’sintentiontopurchasefromasellerin e-commerce. According to the Theory of Planned Behavior (Ajzen, 1991), behavioralintentionisthemostinfluentialpredictorofbehavior.Trustisdefinedasthebelief,feelingorexpectationfrompartner’sexpertise,reliabilityandintentions(Cater&Zabkar,2009)inallrelationalexchanges.Inaddition,trustisnotmerelybasedonasingleexchangeepisode.It is established through repetitive interactionsbetweenbothparties inwhich thebuyersperceive the sellers to be reliable, competent, truthful, unbiased, liable, and benevolent(Mukherjee&Nath,2007).Moreover,customer trustalsohasapositiveconnectionwithalow-pressuresellingandhonestactionswhicharepartsofethicalsalesbehaviors.Trust

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is one of the fundamental variables that are essential to establishing long term relationswith customers and it transfers the focal point of the firm to the maintenance of theserelations(Chiou&Droge,2006).(Limbuetal.,2012)concludedthattrusthassignificanceonpurchase intention.Yangetal.,2014alsoconcluded that trusthaspositive impactonconsumersatisfaction(Fangetal.,2014).

Thus,intheinfluenceofretailers’ethics,wehypothesizethat:

H4a:ConsumerTrusthaspositivesignificanceonPurchaseintention.

The fundamental principles upon which relationship marketing is based, are mutualvalue creation, trust, and commitment; the greater the level of consumer satisfactionwiththerelationship–notjusttheproductorservice–thegreaterthelikelihoodthattheconsumer will be loyal to the company providing the service or the product (Grönroos,1993).Themainobjectiveofrelationshipmarketingistoachievehighlevelsofconsumersatisfaction through collaboration of the parties involved. Satisfaction is considered as apositiveemotionalreactionbasedonallaspectsoftherelationshipbetweentheconsumerandthewebsite(Akbar&Parvez,2009).Inthisstudy,consumersatisfactionisdefinedasthesatisfactionofconsumerswith thewebsitesofonlineretailers.Previousstudiesalsoindicated that trust is an importantof consumer satisfaction ine-commercecontext (Lee&Lin,2005;Chen,2012;Fang,2011;Pappas,2014;Kimetal.,2009;Mukherjee&Nath,2007;Pappas,Pateli,Giannakos,&Chrissikopoulos,2014).

Basedonthediscussionabove,followinghypothesisisthereforeproposed:

H4b:ConsumerTrusthaspositivesignificanceonConsumersatisfaction.

3.1.4. Commitment and Consumer Behaviors

3.1.4.1. Commitment and Purchase IntentionIne-commerce,relationshipsarebuiltonthebasisofmutualcommitment(Berry&Parasuraman,2004).Commitmenthasbeenshowntobepositivelyrelatedtofavorableintentionssuchaspurchaseintention,re-purchaseintention(Musa,Pallister,&Robson,2005).Acommittedconsumerhasanintentiontomaintainarelationshipwithaparticularretailerthatisconfirmedbymanyresearchers(Garbarino&Johnson,1999;Park&Kim,2003).

So, the relationship between commitment and consumer purchase intention ishypothesizedas:

H5a:Commitmenthaspositiveimpactconsumerpurchaseintention.

3.1.4.2. Commitment and SatisfactionManypreviousstudiesshowthatcommitmentisanantecedent tosatisfaction(Johnson,Sivadas,&Garbarino,2008;Dimitriades, 2006;Garbarino& Johnson,1999). “It seems logical to argueherethattrustandcommitmentarekeyfactorsofsatisfaction,amoregeneralconceptandacloserdeterminantoftheirdecisiontoextend,renew,orterminatethesponsorshiprelationship;ahighlevelofcommitmentwhichinturnshouldshowhigherlevelsofsatisfactionwiththerelationship(Farrelly&Quester,2005).So,wehaveourhypothesis:

H5b:HighLevelCommitmentleadstogreaterlevelConsumerSatisfaction.

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4. METHoDoLoGy AND MEASUREMENT

4.1. Data Collection and SamplingThedataforthisresearch,wascollectedviaanon-linesurveyonVietnamonlineconsumersthroughGoogleform;Googleformisbelievedtobemoreeffectiveinreachingcustomersshoppingonlineand,indeterminingthecharacteristicsofpotentialparticipants(Roman,2007).Student-consumershavingboughtonlineduringthelast3months,formthesampleofthisstudy.Datawascollectedfromstudentsin2regionsinVietnam:HanoiUniversityofIndustry(Northern),HoChiMinhUniversityofIndustry(Southern).Studentsampleshaveoftenbeenusedinonlineshoppingresearchbecausestudentsarecomputer-literate,havinglessertroublesinusingnewtechnology.Theyarealsopotentialconsumersofelectricalgoodsandtheir technologicaladvancesandinnovativenessbetterqualifythemasapropersampleforonlineshoppingresearch(Yoo&Donthu,2001).Previousstudiesine-commercewhichhaveconducted theirsurveysbyemployingaconvenientsamplingapproach,werefoundtobevalidundertwoconditions:thestudyisexploratoryinnatureand,theitemsonthequestionnairearepertinenttotherespondentswhoanswerthem(Ferber,1977).

Inthisresearchsurvey,thequestionnairereached390validrespondents.DescriptivestatisticsofthedemographicsofthesampleareshowninTable1.

4.2. MeasurementAllmeasurementswereadoptedoradaptedfrompreviousresearch.Toensureconceptualequivalenceandword-clarity,weconductedtranslationandback-translation.Thisstudyusedthefourdimensions

Table 1. The demographics result of the sample

Variables Categories Frequency Percentage

GenderMale 178 45.64%

Female 224 57.44%

Age

Under20 92 23.59%

20to30 175 44.87%

Over30 123 31.54%

Monthlyincome

<5.000.000VND1 190 48.72%

5.000.000-10.000.000VND 148 37.95%

>10.000.000VND 52 13.33%

Experienceonlineshopping

Under1year 121 31.03%

1to3years 196 50.26%

Over3years 73 18.72%

Buyingfrequencyperyear

under3times 86 22.05%

3-10times 256 65.64%

Over10times 48 12.31%

MaritalstatusSingle 128 32.82%

Married 262 67.18%

RegionNorthern 179 45.9%

Southern 211 54.1%

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(privacy, security, fulfillment, and non-deception) of CPEOR developed by Roman (2007). Themeasurescalesof:

• Trustandcommitmentarebasedonrelatedstudiesof(MorganandHunt,1994);• ConsumersatisfactionconstructisadaptedfrombyRoman(2007),AndersonandSrinivasan(2003);• PurchaseintentionconstructisoriginatedfromYooandDonthu(2001).

Allscalesconsistedoffive-pointLikertquestions,rangingfrom“1-stronglydisagree”to“5-stronglyagree.”

4.3. Validity and ReliabilityFactorloadinganalysiswasusedtoanalyzetheinternalstructureofquestionnaireanddeterminethevaliditywasexamined.

Convergentvalidityisappliedwhenallfactorloading(FL)relatedtoeverymeasurementvariableandalsoamountofaveragevarianceextracted(AVE)foreachstructure,ismorethan.05(Fornell&Larcker,1981).AsshowninTable2,amountoffactorloadingandAVEindexforthisresearchinmorethan0.05.

DiscriminatevalidityisappointedwhentheamountofAVEindexforeverystructureismorethancorrelationcoefficientsquareof thatstructure than theotherstructures (Fornell&Larcker,1981).TheamountofAVEindexrelatedtoeverystructureisgreaterthancorrelationcoefficientsquareofthatstructure.

Cronbach’s Alpha (CA) coefficient and Composite Reliability (CR) are used for reliabilitymeasurementthatshouldbemorethan0.07.Table2showedthatallofCAandCRcoefficientsaregreaterthan0.07.

4.4. Measurement Model4.4.1. The Results of Hypothesis TestingFortestinghypothesis,theauthorappliesstructuralequationmodelingandusetwosoftwarepackageSPSSandSmartPLS.TheresultsofhypothesistestingbasedonstructuralequationmodelingareshowninFigure2.Inthisfigureaccordingtothet-valuethatisshownintherelationshipsbetweenvariables,allhypotheseshavebeenconfirmedin95%confidencelevel.

Thus,itcanbeconcludedthat:

1. Security,Privacy,Non-deceptionandFulfillmenthavesignificantimpactonconsumertrustandcommitment;

2. Consumertrustandcommitmenthavesignificanteffectonconsumerpurchaseintentionandsatisfaction.

AccordingtothepathcoefficientsthatisshowntherelationshipbetweenvariablesinFigure3,itcanbeconcludedthatthe:

• Impactofsecurity,privacy,non-deceptionandfulfillmentonconsumertrustandcommitment;• Impactofconsumertrustonconsumer’scommitment;• Effectsofconsumer trustandcommitmentonpurchase intentionandsatisfactionare linear,

positiveanddirect.

Thecoefficientofdetermination (r2)of commitment is0.531and thismeans thatSecurity,Privacy,Non-deception,Fulfillmentandtrustvariabletogetherhavebeenabletoexplain53.1percentofcommitment’variations.

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Table 2. The standardized factor loading and the Cronbach’s alpha coefficients and AVEs

Constructs SFL CA CR AVE

Security 0.721 0.898 0.516

Thesecuritypolicyiseasytounderstand. 0.821

Thesitedisplaysthetermsandaconditionoftheonlinetransactionbeforethepurchasehastakenplace 0.869

Thesiteappearstooffersecurepaymentmethods. 0.873

Thissitehasadequatesecurityfeatures. 0.804

Privacy 0.809 0.912 0.724

Thesiteclearlyexplainshowuserinformationisused. 0.921

Onlythepersonalinformationnecessaryforthetransactiontobecompletedneedstobeprovided. 0.720

Informationregardingtheprivacypolicyisclearlypresented. 0.906

Non-deception 0.827 0.919 0.807

Thesiteexaggeratesthebenefitsandcharacteristicsofitsofferings. 0.847

Thissitetakesadvantagesoflessexperiencedconsumerstomakethempurchase. 0.735

Thissiteattemptstopersuadeyoutobuythingsthatyoudonotneed. 0.848

Fulfillment 0.748 0.850 0.807

Thepriceshownonthesiteistheactualbilled. 0.766

Yougetwhatyouorderedfromthissite. 0.865

Promisetodosomethingbyacertaintime,theydoit. 0.834

Consumers’commitment 0.861 0.923 0.749

IfeelaveryhighdegreeofassociationwiththeonlinestorethatItransactwith. 0.893

IfeelasenseofbelongingtotheonlinestorethatItransactwith. 0.901

Iamproudtobeacustomerofthisonlinestore. 0.906

IusethewebsitewhenIthinkitispopular. 0.768

Consumers’trust 0.714 0.818 0.625

Icantrusttheperformanceofthiswebsitetobegood. 0.848

Thissiteisreliableforonlineshopping. 0.891

Thissiteistrustworthy. 0.835

PurchaseIntentions 0.893 0.963 0.808

Iwilldefinitelybuyproductsfromthissiteinthenearfuture. 0.889

Iintendtopurchasethroughthissiteinthenearfuture. 0.807

ItislikelythatIwillpurchasethroughthissiteinthenearfuture. 0.700

Iexpecttopurchasethroughthissiteinthenearfuture. 0.821

Consumers’satisfaction 0.841 0.938 0.790

IamhappyImademypurchaseatthiswebsite 0.958

Iamsatisfiedwithmydecisiontopurchasefromthiswebsite 0.946

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Figure 2. Hypothesis testing based on structural equation modeling

Figure 3. Model in path coefficients mode

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Thecoefficientofdeterminationof trust inawebsite is0.727and thismeans thatSecurity,Privacy,Non-deceptionandFulfillmentvariablestogetherhavebeenabletoexplain72.7percentofconsumertrust’variations.

Thecoefficientofdeterminationofpurchaseintentionandsatisfactionvariablesare0.479and0.250respectivelyandthismeansthatattitudetowebsiteandtrustinawebsitevariabletogetherhavebeenabletoexplain47.9and25percentofpurchaseintentionandsatisfaction’svariations,respectively.

ThemostreliableindicatorthatisusedtoevaluateGoodnessofFitofthemodelisSRMRIndexbyusingsoftwareSmartPLS.Someexpertsbelievethatitshouldbeunder0.08butsomeotherexpertsthatiftheindexisbelow0.1GoodnessofFitofthemodelisacceptable.

Inthisstudy,theSRMRindexisobtained0.061thatrepresentsGoodnessofFitofthemodelisacceptable.

Table3summarizestheresultsofhypothesistesting.

5. DISCUSSIoN AND CoNCLUSIoN

5.1. DiscussionTheprimaryaimofthisresearchistotestthemodelofCPEORinthee-commerceenvironmentofdevelopingcountriesbecausemostpreviousresearchon“ethics”havebeendeployedindevelopedcountrieswheretheculture,theshoppinghabitsandotherfactorsofconsumersaredifferentfromthoseofdevelopingnations.ThisresearchhasconfidentlyconfirmedthatCPEORscalecanbetotallyutilizedfordevelopingcountriestoo,anditishopethatthesefindingscanserveasagoodreferenceforfuturestudiesinthesimilarstudyorconsiderationsof“ethics”fordevelopingcountries;currently,thereare168developingcountries(2016).

Thesecondaimofthisresearchistotestthe4componentsofCPEOR(security,privacy,non-deceptionandfulfillment)onconsumertrustandcommitmentwheresomepreviousresearcheshadconsideredCPEORasaunidimensionalconstructandtesteditsrelationshipwithconsumertrustandcommitment(Limbuetal.,2012;Elbeltagi&Agag,2016).ThisstudyindicatedthatCPEORisamultidimensionalconstructanditfitwellwiththecontextofdevelopingcountriessuchasVietnam.

Table 3. Summary of the results of hypothesis testing

Hypothesis T - Value β R2 Conclusion

H1a Securityonconsumertrust 4.911 0.290

0.727

Confirmed

H1b Privacyonconsumertrust 12.481 0.538 Confirmed

H1c Non-deceptiononconsumertrust 2.804 0.133 Confirmed

H1d Fulfillmentonconsumertrust 3.118 0.178 Confirmed

H3a Securityonconsumercommitment 4.101 0.258

0.531

Confirmed

H3b Privacyonconsumercommitment 4.443 0.283 Confirmed

H3c Non-deceptiononconsumercommitment 6.412 0.355 Confirmed

H3d Fulfillmentonconsumercommitment 4.096 0.210 Confirmed

H2 Trustonconsumercommitment 6.006 0.426 Confirmed

H4a Consumertrustonpurchaseintention 6.047 0.4300.479

Confirmed

H5a Consumercommitmentonpurchaseintention 5.729 0.397 Confirmed

H4b Consumertrustonconsumersatisfaction 3.596 0.1670.250

Confirmed

H5b Consumercommitmentonconsumersatisfaction 8.319 0.470 Confirmed

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The thirdaimis to test themoderatingrolesof trustandcommitment in the relationshipofCPEORandpurchaseintentionandsatisfaction.Thefindingsonceagainconfirmedtheir(trustandcommitment)roles.Thatmeansine-commerceconsumertrustandsatisfactionarecrucial.However,itisimportanttohighlightthatthisresearchdidnottestthedirecteffectofCPEORonpurchaseintentionandsatisfactionlikesomepreviousresearches((Román&Cuestas,2008;Limbuetal.,2011).

Thefourthfindingofthisresearchisshedlightontheimpactofconsumertrustonconsumercommitment.Inotherwords,whenconsumertrustinawebsiteand/orinane-retailer,he/shetendstocommitalong-termrelationshipinthefuture.Orwecansaythatthisresearchhasclarifiedtheroleofconsumertrustisacrucialkeytothesuccessine-commerce.

Finally,thisresearchwhichisdeployedtoHanoiandHoChiMinh–thetwomostdevelopedcitiesinVietnam,revealedstatisticalresultsthatconsumersinHoChiMinharemoresensitivetobuyingonline(54.1%)incomparisonwith45.9%inHanoi.

5.2. Theoretical ImplicationsThisresearchcontributestotheliteratureinthefollowingways.Firstly,ittestedthemultidimensionalofCPEORine-commerceofVietnam–adevelopingcountry.Inthisresearch,securityandprivacyare distinct in term of discriminant validity because some previous researchers tend to collapsethesetwoconceptsintoone((Parasuramanetal.,2005;Wolfinbarger&Gilly,2003).Secondly,thisresearchconfirmedtheimpactsofCPEOR’sfourcomponentsonconsumertrustandcommitment.ThisfindingcanbehelpfulinthefutureforothersresearchesintermoftheimportantroleofCPEORine-commerce.Thirdly,thefindingsfurtherexpandtheliteratureontheapplicationoftheTrust-Commitment theory ine-commerce ingeneral,and inparticularon theethicsofe-retailer.Thisresearchpositivelyconfirmedconsumertrustplaysapositiveundeniableroleinimprovingconsumercommitment,consumerpurchaseintentionandsatisfaction.

5.3. Managerial ImplicationsEthics is more and more important in the business, particularly in e-commerce because of thefacelessnessbetweentheretailerandconsumers.Goodperformanceinethicsmeansthate-retailerswhowinconsumers’trustandconsistentlydelivercommitment,tendtomaintainalong-termrelationship.Throughthemoderationoftrustandcommitment,e-retailers’ethicscansteeranddriveconsumerintentionstopurchase.Thisisoneofthemostimportantobjectivesofallretailers,vendorsand/orcompanies,particularlyinthecontextwheretherearefiercecompetitions.E-retailers’trustworthinessandconsistentlytoperform(meetpurchaseobligations)willundeniablyleadtoconsumersatisfaction,whichistheultimategoaline-commerce.

5.4. Limitation and Future Research DirectionBesidesthisresearch’scontributions,thisresearchhassomelimitationswhichneedstobehighlighted.Firstly,thisresearchhasselectedaconvenientsamplewherethemainparticipantsarestudents.Futureresearchcanuse randomsamplingofgeneral consumers.Secondly, this researchonlyconsiderssomedimensionsandconsequencesofe-retailers.Futureresearchcanextendtootherconsequencessuchasconsumer’sriskperceptionandalsotoitsantecedentssuchasreligionandculture.Thirdly,theauthorhascollecteddataonlyfrominternetshoppers,andnot frominternetnon-shoppers.Sofuture researchcan involve thenon-shoppers togain insights into thisgroup’sbehaviors intopurchasing(ornotpurchasing)onlineine-commerce,orperhapsintosomeotherrelevantfactorstheymaydisclose.Fourthly,therelationshipbetweenthetwoconsequences(purchaseintentionandsatisfaction)hasnotbeenevaluatedyetinthisstudysointhefuture,scholarscandeepenittobetterunderstandconsumers’behavior.Lastly, this researchdidnotstresson theculture,but it isveryimportanttounderstandingconsumerbehaviorwithrespect,orinrelation,tothisrespect.So,itisyetotherdirectionforfutureresearch.

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ENDNoTE

1 1USD≈22.500VND2 https://en.wikipedia.org/wiki/Developing_country

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APPENDIX A

Around40%oftheworldpopulationhasaninternetconnectiontoday.In1995,itwaslessthan1%.Thenumberofinternetusershasincreasedtenfoldfrom1999to2013.Thefirst billionwasreachedin2005.Thesecond billionin2010.Thethird billionin2014(seeFigure4).

Figure 4. Internet users in the world 1993 – 2016

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APPENDIX B

Figure 5. Internet users by country (2016)

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APPENDIX C

Figure 6. Vietnam GDP growth rate January 2015 to July 2017