EXPLORING ONLINE CONSUMER ETHICS: DO CONSUMER PERCEPTIONS OF E-ETHICS CHANGE ACCORDING TO CAD PERSONALITIES?

Yıl 2014, Sayı: 50 , 73 - 96 , 18.12.2014

Oylum Altuna , F. Müge Arslan , Özge Sığırcı A. Ercan Gegez

https://izlik.org/JA59NB63MG

Öz

In the new era, one of the major factors influencing the buying decisions and patterns of consumers is
the Internet and all concepts are being adapted to non-traditional channels. This study addresses the
big gap on academic research regarding online consumer ethics. The aim of this study is to explore
the dimensions that makeup online consumer ethics and to assess whether consumers’ online ethics
perceptions show variations among the three CAD (compliant, aggressive, detached) personality types.
Data were collected from 725 respondents through face-to-face surveys. Online consumer ethics
dimensions were determined by factor analysis. Then, respondents were classified into groups
according to CAD personality types. Finally, the personality types which perceive questionable
behaviors in online behavior as more unethical are determined.

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