A Conceptual Model to Explain Ethical Marketing in Consumers’ Willingness to Buy through the Internet according to the Trust Icon

Document Type : Research Paper

Authors

1 Ph.D. in Business Policy Making, Department of Business Management, Faculty of Management, University of Tehran

2 Master of Business Administration, Department of Business Management, Faculty of Management and Accounting, Farabi College, University of Tehran

10.29252/bar.9.18.43

Abstract

The present study aims at investigating the impact of ethical marketing in consumers’ willingness to buy through the Internet according to the trust icon. The study is conducted by using a descriptive survey, and its population consists of the users of social networks in 2016 selected randomly. As many as 350 questionnaires were distributed, returned and analyzed to gather the required data. The data were analyzed by using SPSS, Amos software packages, statistical methods such as regression analysis, and structural equations. The results supported the research conceptual model and showed that ethical marketing has a significant effect on the consumer’s willingness to buy through the Internet (P < 0.05).  This result was based on the impact factor of 90/0. The results of the structural equation modeling showed that the factors of honesty and commitment have the strongest impact on the willingness to buy. The results also suggest that online stores verification by a third-party institution is important because it has a strong influence on winning the trust of clients.

Keywords

References

1-   Begier B, (2014). "Effective cooperation with energy consumers: An example of an ethical approach to introduce an innovative solution", Journal of Information, Communication and Ethics in Society, 12(2), 107 – 121.
2-   Chou S, Chen C.W, Lin J-Y, (2015). "Female online shoppers: Examining the mediating roles of e-satisfaction and e-trust on e-loyalty development", Internet Research, 25 (4), 542-561.
3-   Dehdashti Shahrokh, Z.; Mobarhan, S. (2012). Investigation of Individual Motivational Factors on the Online Shopping. Journal of Business Management, 4(12), 37-52. (In Persian)
4-   Dinah P, Milton, P., (2013). A transcendent code of ethics for marketing professionals, International Journal of Law and Management, 55 (1), 55-73.
5-   Ebrahimi, A.; Roudani, A. (2009). The role of ethical marketing on purchasing behavior of food consumers. Journal of Ethics in Science and Technology, 4(1-2), 29-39. (In Persian).
6-   Elmi, M. (2008). Ethics in Business: Ethical Guidelines for Success in Business. Tehran: Commercial publishing company. (In Persian)
7-   Fullerton, G. (2005), “How commitment both enables and undermines marketing relationships”, European Journal of Marketing, 39 (11/12), 1372-88.
8-   Gauzente C, Ranchhod A. (2002),“Ethical Marketing for Competitive Advantage on the Internet”, Academy of Marketing Science Review Vol 2001(10), 1-8.
9-   Hesmer, L. (2003). Ethics in Management, Translated by Seyyed Mohammad Aarabi and Davood Izadi. Tehran: Cultural Research Bureau. (In Persian)
10-   Javalgi, R.G. & Russell, L.T.M. J Bus Ethics (2015). International Marketing Ethics: A Literature Review and Research Agenda, Journal of Business Ethics, pp 1–18.
11-   Kucuk, U.S. (2009). “Consumer empowerment model: from unspeakable to undeniable”, Direct Marketing: An International Journal, 3 (4), 327-42.
12-   Lee, D.J., Pae, J.H. and Wong, Y.H. (2001). “A model of close business relationships in China (guanxi)”, European Journal of Marketing, 35 (1/2), 51-69.
13-   Limbu, Y.B., Wolf, M. and Lunsford, D.L. (2011). “Consumers’ perceptions of online ethics and its effects on satisfaction and loyalty”, Journal of Research in Interactive Marketing, 5 (1), pp. 71-89.
14-   Long G, Hogg M. K, Hartley M, Angold S.J. (1999). "Relationship marketing and privacy: exploring the thresholds", Journal of Marketing Practice: Applied Marketing Science, 5 (1), 4 – 20.
15-   Luo, Yan. (2009). “Using Internet Data Collection in Marketing Research”,International Business Research, 2(1), 196-202.
16-   Maadi, M. Maadi, M. Javidnia, M. (2016). Identification of factors influencing building initial trust in e-commerce. Iranian Journal of Management Studies (IJMS) 9(3), 483-503. http://ijms.ut.ac.ir/
17-   McBride, N.K. (2014). "ACTIVE ethics: an information systems ethics for the internet age", Journal of Information, Communication and Ethics in Society, 12 (1), 21 – 44.
18-   Milne, G. R., and M. J. Culnan (2004). Strategies For Reducing Online Privacy Risks: Why Consumers Read (Or Don’t Read) Online Privacy Notices, Journal of Interactive Marketing 18, 15–29.
19-   Murphy, Patrick E. Gene R. Laczniak Graham Wood (2007). “An ethical basis for relationship marketing: a virtue ethics perspective”,European Journal of Marketing, 41(2), 211-230.
20-   Ogbo,AnnI. Okechukwu, ItanyiandUkpere, WilfredI. (2013), “Business Ethics as a Tool for Competitive Advantage in theBanking Industry in Nigeria”, J Soc Sci, 35 (1), 23-32.
21-   Özbek,Volkan. Alnıaçık, Ümit. Akkılıç, M.Emin. Koç, Fatih. (2013). “The moderating role of locus of control on the links betweenperceived ethical problem and ethical intentions of marketing managers in Turkey”,Procedia - Social and Behavioral Sciences,No. 99,pp. 265 – 273.
22-   Powell, Shaun M. (2011). “Commentary The nexus between ethicalcorporate marketing, ethicalcorporate identity and corporatesocial responsibilityAn internal organisational perspective”,European Journal of Marketing, 45(9/10), 1365-1379.
23-   Roman S (2007). The Ethics of Online Retailing: A Scale Development and Validation from the Consumers’ Perspective, Journal of Business Ethics ,May 2007, 72(2), 131-148.
24-   Seppänen .E (2013). “The effect of business ethics on buying behaviour”, Bachelors Thesis, Helsinki Metropolia University of Applied Sciences.
25-   Shukla, P. (2014), ”The impact of organizational efforts on consumer concerns in an online context”, Information Management, 51(1), 113-119.
26-   Sonehara Noboru. Atchariyachanvanich kanokwan.& Okada Hitoshi. (2008),’’What are the Benefits of continued purchasing through the internet? A study of south Korean onsumers’’,J. Serv. Sci.& Management, No1,pp 101-110. Derived from: www.SRPublishing.org.
27-   Teoh, W., Siong, M.Y., Chong, C. Lin, B. and Chua, J.W. (2013), "Factors affecting consumers’ perception of electronic payment: an empirical analysis", Internet Research, 23(4), 465-485.
28-   Wehinger, Gert. (2013). Banking in a challenging environment: Business models, ethicsand approaches towards risks”,OECD Journal: Financial Market TrendsVol. 2012/2© OECD 2013.
29-   Wilford S.H , Wakunuma K.J, (2014). "Perceptions of ethics in IS: how age can affect awareness", Journal of Information, Communication and Ethics in Society, 12(4), 270 – 283.
30-             Yam B. Limbu, Marco Wolf, Dale Lunsford, (2012). "Perceived ethics of online retailers and consumer behavioral intentions: The mediating roles of trust and attitude", Journal of Research in Interactive Marketing, 6(2), 133 – 154.

Files

Share

How to cite

Statistics