Ethics of retailer and customer citizenship behaviour in e-commerce: the role of perceived reputation and identification

The main purpose of this research is to examine the influence of the ethics of online retailers on consumer citizenship behaviour (CCB), and the role of perceived reputation and customer-retailer identification (CRI) in this relationship as well. This research collected data from a survey with the participants who had online purchase experiences. Finally, 318 valid and usable questionnaires collected are tested by applying partial least squares (PLS) approach. The results showed that the ethics of online retailers have both direct and indirect influences on CCB through the mediating effect of consumer perceived reputation. Especially, CRI positively moderates the relationship between the ethics of online retailers and CCB. This is among the first researches that focus on the importance of ethics in terms of significant effects on customer perceived reputation and CCB.