| dc.description.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. | en_US |
