Impact of E-retailing Ethics on Consumer Repurchase Intention

Purpose: Online retailing has grown tremendously over the last decade, particularly in the COVID 19 period but little attention has been given to ethical problems arising from it. The purpose of this study is to investigate the impact of e-retailing ethics on consumer repurchase intention aiming to highlight the significance of ethical consideration in e-retailing business..&&Design/Methodology/Approach: This is a quantitative study and the sample size is 212 participants. Male participants were 129 and& Female participants were& 83. Respondents mainly included consumers with varying frequencies of online purchasing. The conceptual framework comprised of reliability, non-deception, security, trust and e-service quality as independent variables moderated by shopping habits. The dependent variable was repurchase intention. PlS-SEM was used to analyze the data. The participants mostly were residents of Karachi.Findings: The repurchase intention of consumers is directly impacted by three independent variables of e-retailing ethics out of five tested in the study i.e. E-service quality, reliability and non-deception while remaining variables trust and security proved insignificant. The study results further revealed that reliability, non-deception, and e-service quality are also positively moderated by shoping habits while security and trust proved insignificant.Implications/Originality/Value: The findings can be used by online retailing outlets to design marketing strategies for successfully running their store.