MODERATING EFFECTS OF TIME SPENT PER ONLINE SHOPPING TRANSACTION ON THE RELATIONSHIP BETWEEN ETHICAL SALES BEHAVIOR BRAND TRUST AND POSITIVE WORD OF MOUTH
Keywords:
Positive Word of Mouth, Average Shopping Time, Brand Trust, Ethical Sales BehaviorAbstract
Social media has turned out to be an instrument of the cutting-edge way of life, as well as an essential channel for business. While numerous studies have demonstrated how customers assess their positive word-of-mouth communication with ethical sales behavior and customer’s trust in brand, little is known as a moderating factor effect a positive word-of-mouth communication of online shoppers. This study aims to demonstrate the causal effects of ethical sales behavior, and customer’s trust in brand on positive word-of-mouth communication and investigate the moderating effects of average shopping time on the relationship of perceived ethical sales behavior, customer trust in brand, and positive word of mouth in online shopping context. The data was collected from 332 online buyers and analyzed by Structural Equation Modeling analysis (SEM). The research results and findings might contribute to online entrepreneurs in all size of business for establishing the ethical sales behavior to foster the sustainable relationships with their customers.
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