E-commerce Ethics and Its Impact on Buyer Repurchase Intentions and Loyalty: An Empirical Study of Small and Medium Egyptian Businesses

Abstract

The theoretical understanding of e-commerce has received much attention over the years; however, relatively little focus has been directed towards e-commerce ethics, especially the SMEs B2B e-ecommerce aspect. Therefore, the purpose of this paper is to develop and empirically test a framework that explains the impact of SMEs B2B e-commerce ethics on buyer repurchase intentions and loyalty. Using SEM to analyse the data collected from a sample of SME e-commerce firms in Egypt, the results indicate that buyers' perceptions of supplier ethics construct is composed of six dimensions (security, non-deception, fulfilment/reliability, service recovery, shared value, and communication) and strongly predictive of online buyer repurchase intentions and loyalty. Furthermore, our results also show that reliability/fulfilment and non-deception are the most effective relationship-building dimensions. In addition, relationship quality has a positive effect on buyer repurchase intentions and loyalty. The results offer important implications for B2B e-commerce and are likely to stimulate further research in the area of relationship marketing.

E-Commerce Drivers and Barriers and Their Impact on E-Customer Loyalty in Small and Medium-Sized Enterprises (Smes)

“…Furthermore, the e-commerce user interface and information quality were evaluated following Eid (2011), while customer satisfaction and customer trust were measured following Kassim and Abdullah (2010). Finally, items of e-commerce ethics were adapted from Agag (2019). Overall, these accounted for 15 items.…”

“…Specifically, some authors have investigated particular factors, such as e-commerce ethics, of the customer-related factors. Agag (2019) explored the effect of e-commerce ethics on customers' repurchase intention and loyalty using data from SMEs in Egypt and showed that customers' perceptions of e-commerce providers' ethics had a significant impact on their repurchase intention and loyalty. The author measured e-commerce providers' ethics through communication, security, non-deception, reliability, shared value, privacy, and service recovery.…”

“…In the current study, the demographic characteristics of local customers were not examined; therefore, it is suggested that future studies consider such factors. Agag's (2019) model of e-commerce's impact on customer repurchase intention and loyalty through relationship quality contains three control variables, which are firm age, firm size, and firm-customer relationship length. Firm characteristics were not studied in this paper.…”

“…The findings reported in the related works have included a number of factors, such as entrepreneurs' achievement orientation, locus of control, and electronic service quality (Sebora et al, 2009). To encourage e-commerce success, authors (e.g., Agag, 2019;Arshad et al, 2018;Awa, Ojiabo, & Emecheta, 2015a;Awa, Awara, & Lebari, 2015b;Rahayu & Day, 2015;Chuang et al, 2007;Corbitt, Thanasankit, & Yi, 2003;Eid, 2011;Hussein et al, 2019) have underlined many factors that improve e-commerce adoption and application. Examples of these factors include the availability of financial resources, top management support, involvement in global production networks, technical expertise, and e-commerce's perceived value and compatibility as well as the organizational culture.…”

The moderating role of leisure participation in work–leisure conflict for the reduction of burnout in hotels and travel agencies

“…The Warp PLS 6.0 program was implemented as it is able to tolerate the construction of a complex conceptual model for multi‐block analysis (Kock, ). In this respect, variance‐based SEM is typically implemented when the examined phenomenon is considered new and that the investigation aims in theory building rather than confirmation (Agag, ). Moreover, PLS‐SEM techniques are not restricted to a normal distribution (Henseler, Hubona, & Ray, ).…”