The Role of Individualism and Collectivism in Consumer Perceptions toward e-Retailers´ Ethics

When Online retailers and consumers must transact through online technical interface rather than interacting with employees in a physical space, consumers´ perceptions (i.e., the perceptions of venders´ ethics) would play an vital role. The proposed study examined the relationship between consumers´ perception regarding the ethics of online retailers (CPEOR) and the consumers´ cultural orientation. A valid sample of 949 online shoppers in Taiwan was obtained. Findings indicated that consumers with individualism orientation will perceive lower the ethics of online retailers rather than consumers hold collectivism tangency. Finally, theoretical and managerial contributions are presented.