The Influence of Online Shopping Ethics on Trust, Repurchase Intention And Loyalty: Perception of Economics And Business Students

Abstract

The popularity of online shopping has grown tremendously due to its ease of use, convenience, and cost-effectiveness. However, this trend has also brought about ethical concerns, as it creates a new environment for unethical behavior. Despite the importance of online shopping, there has been little research on the ethical behavior of online retailers. This study aimed to examine the impact of online shopping ethics on trust, repurchase intention, and loyalty among economics and business students. Data was collected through a questionnaire and analyzed using Smart PLS. The results indicate that online shopping ethics has a significant positive effect on trust, repurchase intention, and loyalty. Therefore, it is crucial for online retailers to prioritize ethical behavior to build customer trust, foster repeat business, and sustain long-term success.