Vol. 5 No. 2 (2022): Pakistan Journal of International Affairs
Articles

THE IMPACT OF CONSUMER PERCEPTIONS OF ONLINE ETHICS AND ITS EFFECTS ON SATISFACTION

Published 2022-06-29

Abstract

Life style of present era has dynamically transformed shopping culture of masses. Online shopping has become essential practice for consumer because of ease and time saving element. Aim of this paper is to explore the causal relationship between consumer perception regarding online ethics and their satisfaction. The structural equation model is employed in this study. The data for this particular research has been collected from different individuals belonging to different professions. Data has been collected by face to face method by using questionnaire. This research was conducted through a survey which was conducted on a population of 150 respondents. Results of the study show that there is no difference between online customer’s reactions to online retailers' ethical views and web-site satisfaction. Surprisingly, fulfillment was the most important factor in determining web site happiness, followed by security. Consumers are more aware about ethical concerns relating to websites, particularly the security of their transactions and the fulfillment of their demands, according to web merchants who keep up a state of morals ought to perform better bringing about positive dis-confirmation, in this way guaranteeing satisfaction. This study can be fruitful for designing policies for the new as well as existing E-retailers for improving their services and creating customer satisfaction for online shopping as well as for their websites