Online shoppers’ perceptions of e-retailers’ ethics, cultural orientation, and loyalty An exploratory study in Taiwan MA Chu-Yi, Chen

Abstract examine the impact of cultural orientation on CPEOR.examine the impact of cultural orientation on CPEOR. understand the influence of CPEOR on e-loyalty intention.understand the influence of CPEOR on e-loyalty intention. Purpose Román’s CPEOR scale and Triandis’ individuality and collectivism typology.Román’s CPEOR scale and Triandis’ individuality and collectivism typology. 949 respondents is collected via an online survey.949 respondents is collected via an online survey. Design/methodology/approach

The higher consumers perceive positive CPEOR.The higher consumers perceive positive CPEOR. Findings Multinational enterprises can create successful marketing strategies.Multinational enterprises can create successful marketing strategies. Practical implications This study examines both individualism and collectivism at the individual level.This study examines both individualism and collectivism at the individual level. Originality/valueAbstract

Outline I. Introduction II. Literature Review III. Methodology IV. Data Analysis V. Results

I. Introduction Privacy Security Non-deception Fulfillment/ Reliability  Consumer’s perceptions toward e-retailers may limit their willingness to engage in e-commerce transactions.

II. Literature Review-CPEOR Privacy  The security of payments made by credit card and the privacy of shared information.

Privacy Security II. Literature Review-CPEOR  Refers to the uncertainty associated with providing personal information on a web site and the risk of such information being exposed.

Privacy Security Non-deception II. Literature Review-CPEOR  E-retailer will not use deceptive or manipulative practices to persuade consumers to purchase web site offerings.

Privacy Security Non-deception Fulfillment/ Reliability II. Literature Review-CPEOR  It also covers relevant service features regarding prompting order confirmation and tracking the delivery process.

I Individualist Autonomy emotional independence individual initiative individual initiative the right to privacy the search of pleasure financial security specific friendship universalism II. Literature Review- Vertical and horizontal individualism and collectivism

We Collectivist collective identity emotional dependence group solidarity sharing duties and obligations stable friendships group decision making particularism II. Literature Review- Vertical and horizontal individualism and collectivism

II. Literature Review- Consumer loyalty

 Vertical individualism tends to be high in autonomy and aggression (Triandis and Gelfand, 1998a).  Consumers with a vertical individualism tendency will be less likely to tolerate unethical behavior in an e- retailer if the behavior jeopardizes their welfare. III. Methodology III. Methodology Individualism and CPEOR

vertical lower CPEOR horizontal higher CPEOR H1. Consumers exhibiting higher levels of vertical individualism are more likely to exhibit lower CPEOR. H2. Consumers exhibiting higher levels of horizontal individualism are more likely to exhibit higher CPEOR.

 In collectivist cultures, a person tends to perceive the self as part of an interdependent relationship with others (Markus and Kitayama, 1991).  These consumers will exhibit greater tolerance toward unethical retailer behaviors. III. Methodology III. Methodology Collectivism and CPEOR

vertical horizontal H3. Consumers exhibiting higher levels of vertical collectivism are more likely to exhibit higher CPEOR. H4. Consumers exhibiting higher levels of horizontal collectivism are more likely to exhibit higher CPEOR.

 When consumers perceive that the risks pertaining to security, privacy, fraud, or reliability are low, thereby increasing their desire to repurchase from the same e-retailer (Roma´n, 2010; Yang et al., 2009).  E-shoppers will be loyal when they perceive an e-retailer as ethical (Arjoon and Rambocas, 2011; Limbu et al., 2011). III. Methodology CPEOR and loyalty intention

higher CPEOR higher loyalty H5. Consumers with higher CPEOR tend to exhibit higher loyalty intention toward.

IV. Data Analysis- Measures  All survey constructs employed existing multi-item scales.  Five-point Likert-type scales ranging from "1 =strongly disagree" to "5 = strongly agree.“  The cultural variables “horizontal and vertical individualism and collectivism scale.”

ConstructMeasurement items Security 1.The security policy is easy to understand The site displays the terms and conditions of the onlinetransaction before the purchase has taken place 3. The site appears to offer secure payment methods 4.This site has adequate security features Privacy 1. The site clearly explains how user information is used Only the personal information necessary for the transactionto be completed needs to be provided 3. Information regarding the privacy policy is clearlypresented

Non- deception 1. The site exaggerates the benefits and characteristics of its offerings This site takes advantage of less experienced consumers to make them purchase 3. This site attempts to persuade you to buy things that you do not need Fulfillment reliability 1. The price shown on the site is the actual amount billed You get what you ordered from this site 3. Promises to do something by a certain time, they do it ConstructMeasurement items

IV. Data Analysis-Factor analysis and reliability analysis

Clean four dimension solution Harman's one- factor test 13 ％ Bartlett's test 0.00 Kaiser- Meyer- Olkin 0.827

IV. Data Analysis- Participants and procedure 1,239

V. Results-Correlations

V. Results-Multiple regression analysis

VI. Conclusion-Theoretical application To measuring consumers' ethical perceptions. 1 To examine personal awareness 2 To bridge the existing gap 3

VI. Conclusion-Managerial implications Honesty of products and services Promote favorable consumer attitudes Increase loyalty intention

VI. Conclusion-Limitations Generalizability is limited. Establish unidimensionality for each factor Only a single scale

VI. Conclusion-Future research Engage in cross-cultural CPEOR be a mediating or moderating variable Add more items from various scales