Consumers' perceptions of online E-Commerce ethics and its effects on satisfaction and loyalty: A case of shopee Vietnam

Abstract

This research aims to investigate how consumers' perceptions of the ethical practices of Shopee, an online retailer, impact both customer satisfaction and loyalty. The study surveyed 352 Vietnamese individuals who had previous shopping experiences on Shopee. The findings indicate that factors such as non-deception, fulfillment, and security significantly influence satisfaction with the website. Privacy, on the other hand, directly correlates with loyalty. Although the direct impacts of fulfillment and non deception on loyalty are not statistically significant, satisfaction acts as a mediator in these relationships. The results strongly support the idea that there is a meaningful relationship between website satisfaction and customer loyalty. The study suggests that internet retailers should address ethical concerns in e-commerce, including safeguarding financial and personal information, ensuring accurate product delivery, and avoiding deceptive practices.