Impact of Consumer Perception of Online Ethics on Website Loyalty and Satisfaction in Morocco
Huang Qifa, Amal El Achari*
School of Management, Jiangsu University, 301-Xuefu Road, Jingkou District, Zhenjiang, Jiangsu, China
The study aim, to explore the impact of consumers' perceptions concerning online retailers' ethics with website satisfaction and loyalty. A survey sample of 486 students was conducted to explore the relationships enrolled in various businesses undergraduate and postgraduate at universities of Morocco. To measurement the proposed model AMOS-23 is used to test the structural equation modeling. This study indicates that security fulfillment, non-deception, privacy, and security have a significant and positive impact on website satisfaction and loyalty. The study findings are consisted with the proposed model. The study implication suggested that ethical issues of internet retailers must be resolved regarding protection, personal information, and delivering. The prior researches on online retailing examine the impact among loyality, satisfaction and perceived online ethics. The conflict with the results in existing literature, the impact od security on satisfaction, consumers perceive as ethical online retailing with loyality and satisfaction has been confirmed.