EXAMINING THE IMPACT OF ETHICAL ONLINE RETAILING ON CONSUMERS’ REPURCHASE INTENTION IN INDIA

Although e-retailing in India has witnessed vast advancement, consumers' worries regarding ethical issue continue to rise. Intense competition, easy switching of consumers from one website to another and the thrust to get the larger pie of online market make the e-retailers indulge in unethical business activities. The lack of physical interaction between the buyer and the seller in the online environment makes it even more challenging. Thus, this study addresses the ethical issues in Indian perspective and examines its impact on online consumers repurchase intention through online trust. This study uses the determinants of CPEOR model (reliability, security, privacy and non-deception) and SPSS-21 is used to test the hypotheses. The results show that all the ethical attributes have direct significant positive impact on online trust. Furthermore, online trust has significant positive impact on repurchase intention