Development a New Scale for Consumers’ Perception About the Ethics of Retailers in B2C E-Commerce in Developing Countries: Evidence from Vietnam

Zhi Yang, Quang Van Ngo, Son Thanh Than


In recent years, along with the economic growth, the electronic commerce in Vietnam has a significant development but its increase hasn’t achieved the full potential. One of the biggest restraints is the lack of customers’ trust toward the online sellers. Beside honest sellers, there exist also some sellers who are still opportunist, cheating their customers. These issues concern the business ethics. The ethics in electronic commerce that is a part of business ethics has been attracted by a lot of scholars and managers in the world.  However, almost all of the studies in this issue have been executed in developed countries. It’s a gap that is necessarily to fill up. Therefore, the main objective of this study is to develop and valid a new scale to measure the sellers’ ethics in e – commerce with customers’ perspective in the context of Vietnam - one of the most dynamic developing countries in the world. The authors expect this scale will be a basement for the future researches that can give a deeper understanding about the ethics and for better e - commerce environment in the next years.

Keywords: Ethics, E-retailers, E-commerce, Vietnam, Developing country

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