Title: E-payment or cash on delivery: do e-retailers' ethics, trust, and value matter?

Authors: Karim Garrouch; Olfa Bouhlel; Mohamed Nabil Mzoughi

Addresses: Saudi Electronic University, Saudi Arabia; College of Business (ISG), University of Sousse, Sousse, Tunisia ' College of Business (ISG), University of Sousse, Sousse, Tunisia ' College of Business Administration, Dar Al-Uloom University, Riyadh, Saudi Arabia

Abstract: This research aims to explain the relative attitude toward e-payment in an online shopping situation, based on the perception of the online retailer's ethics. Ethics have not been previously verified as a factor explaining the e-payment attitude and choice. The study verifies its indirect impact, via trust and perceived value on the relative attitude toward e-payment. A survey was carried out using a self-administered questionnaire filled by 225 Saudi consumers who used to shop online and who have the possibility to use e-payment tools. One dimension of the perceived ethics is shown to be an indirect determinant factor of the e-payment attitude: the fulfilment/reliability. Perceived value and security are also verified as factors enhancing the positive attitude toward the use of e-payment.

Keywords: e-retailer's ethics; perceived e-shopping value; e-payment attitude; trust.

DOI: 10.1504/IJEMR.2024.135532

International Journal of Electronic Marketing and Retailing, 2024 Vol.15 No.1, pp.46 - 67

Received: 25 Jul 2021
Accepted: 17 Mar 2022
Published online: 18 Dec 2023 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article