The effect of customer perception of compliance with ethical principles of e-retailers on online shopping experience and customer satisfaction and ethical beliefs

In this research, the impact of customer perception of compliance with the ethical principles of electronic retailers on the online shopping experience and customer satisfaction has been investigated.

This research is considered practical in terms of its purpose and according to the data collection method, it is classified as a survey. The statistical population of the research is made up of customers of Digikala (customers whose details are registered in the customer club list of this store) in Tehran city, according to the statistical population, the statistical sample size is 313 people, which was extracted by G*power software. Research data were also collected through a random sampling method, using an electronic questionnaire. The distributed questionnaire contained 49 questions with a 5-option Likert scale, whose data was analyzed with SPSS and Smart PLS software.

After examining the data, all the hypotheses considered by the researcher were confirmed, except for the effect of online experience on customer satisfaction, which was rejected.

The results of this research show that consumer perception of retailers'ethics has an effect on ethical beliefs, online experience and customer satisfaction. Ethical beliefs also affect the online experience, and customer satisfaction, and customer satisfaction is affected by the experience of service convenience.