The Perception of Online Ethics and its Impact on Consumers’ Satisfaction: Case of Clothing Industry in North Cyprus

Social media is the most impressive trend of 21 century that facilitates the attraction of customers through modern life. There has been great strides toward online services that has led to attention to online ethics and moral issues as well. The growth of online services takes privacy and security of online retails in to consideration in a way that might affect customers’ satisfaction and the related industries as well.Other studies considered the influence of perception of ethics on trust, word of mouth, buying intention, while this study focuses on satisfaction of customers in online purchasing. Perception of ethics in this study includes four factors comprising security, privacy, non-deception and fulfilment. It has been said that global internet transaction remarked basic emphasis of ethics in e-commerce. Regarding the easiness of switching from one website to another, retailer should consider ethics as an essential matter. According to previous studies, financial, product, psychological, time/convenience, system security were considered as online perceived risks. Though, this study converts them to differnt four categories as explained above. Sample were collected among educated people in the erea of Turkish Republic of Northen Cyprus. Applying an administrated questionnaire, 250 respondents answered the survey distributed between them. The data analysis was conducted through Minitab 17.0. The Results showed a significant positive effect for the all four dimensions of ethics on consumers’ satisfaction. Hence, ethics playing a major role in affecting consumers’ satisfaction related to online purchasing. Nevertheless, by using the step wise multiple regression, we add the constituents of POE in that equation up to the point, we achieve to the insignificancy of one of the dimension. The outcomes confirm that security, fulfillment and non-deception have positive and significant relation with web satisfaction, while privacy lacks of a meaningful relation.