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Development and validation of an instrument to measure online retailing ethics: Consumers’ perspective

Gomaa Agag (Department of Management, Plymouth University, Plymouth, UK and Sadat University, Sadat City, Egypt)
Ahmed El-masry (Department of Finance, Plymouth University, Plymouth, UK and Umm al-Qura College of Business, Mecca, Saudi Arabia)
Nawaf Sulaiman Alharbi (King Abdulaziz City for Science and Technology, Riyadh, Saudi Arabia)
Ahmed Ahmed Almamy (Department of Management and Marketing, University of Plymouth, Plymouth, UK)

Internet Research

ISSN: 1066-2243

Article publication date: 3 October 2016




The purpose of this paper is to identify the dimensions of e-retailing ethics from the consumers’ perspective and to develop a reliable and valid measurement instrument.


The paper is based on a quantitative survey conducted among Egyptian consumers aged 18 and above. These were measured on a five-point Likert scale. The reliability and validity of this six-factor scale are verified using empirical data collected randomly from Egyptians’ online consumers. Structure equation modelling used to test the suggested model.


The results showed that buyer perceptions about seller ethics (BPSE) is a second order construct composed of six factors (e.g. privacy, security, reliability, non-deception, service recover, and shared value). The results also showed that the BPSE has strong predictive capability in relation to online customer satisfaction and repurchase intention.


This project is one of the first empirical studies that develop a reliable and valid measurement instrument of BPSE. The findings provide several important theoretical and practical implications for online retailing and academic researchers as well as making a significant contribution to the body of knowledge in the online retailing context.



Agag, G., El-masry, A., Alharbi, N.S. and Ahmed Almamy, A. (2016), "Development and validation of an instrument to measure online retailing ethics: Consumers’ perspective", Internet Research, Vol. 26 No. 5, pp. 1158-1180.



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