DEVELOPING A NEW SCALE FOR ETHIC OF RETAILERS IN E-COMMERCE IN VIETNAM UNDER CUSTOMERS’ PERCEPTION

Abstract

In recent years, along with the economic growth, e-commerce in Vietnam
has developed strongly but has not achieved its full potential. One of the reasons
that hinder the development is the lack of trust of customers because there are
still some businesses and sellers cheating. This involves ethical issues in business,
especially in the e-commerce environment, which has received the attention of
many scholars. However, most studies have been conducted in developed
countries thus being necessary to be done in developing countries. This research
was conducted to develop a new scale to measure the sellers’ ethics in ecommerce under customers’ perspective in the context of Vietnam. This research
is the basis for further research in the future, helping managers to refer to
appropriate and effective business policies.