The Effects of Perceived Marketing Ethics and Trust of B2C Dealers on Online Consumers' Intention of Word-of-Mouth: An Exploratory Research

@article{Sha2010TheEO,
  title={The Effects of Perceived Marketing Ethics and Trust of B2C Dealers on Online Consumers' Intention of Word-of-Mouth: An Exploratory Research},
  author={Zhenquan Sha and Qinhu Ji and Penghui Wu},
  journal={2010 International Conference on E-Business and E-Government},
  year={2010},
  pages={4812-4816}
}
In network age, more and more consumers make kinds of e-commerce activities via internet. And marketing ethics of online dealers is one of the important factors that impact the efficiency of the cyber-market. Through a questionnaire survey of 167 online consumers, a structural equation model was implemented to test the relation of perceived marketing ethics, trust of B2C dealers and online consumers’ intention of word-of-mouth. It finds that perceived marketing ethics of online dealers not only… CONTINUE READING

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