Examining the influence of cultural and ethical ideology on consumers’ perceptions about the ethics of online retailers and its effects on their loyalty

The main purpose of this study was to develop and empirically test an integrated model that examines the antecedents outcomes consumers perceptions regarding online retailing ethics. A quantitative approach utilised data were collected from 797 consumers. We used AMOS 22.0 for assessing associations between latent variables. results analyses revealed uncertainty avoidance power distance are a key driver idealism, while masculinity individualism predictor egoism. Idealism negatively related about e-retailing ethics, egoism had positive effect. Finally, customers ethics positively loyalty. Implications practitioners academics discussed.