Based on the perception of ethics in social commerce platforms: Adopting SEM and MCDM approaches for benchmarking customers in rural communities
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Tarih
2023
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Springer
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
The study aimed to determine customers' perceptions of the ethics of social commerce platforms by investigating the role of the impact of information quality, information credibility, website quality, innovativeness, altruism, sense of belongingness, self-enhancement, social support, and valuation of electronic word of mouth (eWOM) on the perception of ethics of social commerce platforms. In addition, the strength of the relationship between these factors and the perception of ethics of social commerce platforms was determined by the mediating role of the perceived risk of ethical violations. To this end, this study complements academic literature by integrating structural equation modeling (SEM) and multi criteria decision making (MCDM) techniques. In order to complete the strategic decisive solution, this study uses a survey to collect data from customers of rural communities in Malaysia and Turkey. The results demonstrate that perceived risk of ethical violations has a partial mediating role in the relationship between dependent variables and the perception of ethics of social commerce platforms for Malaysia and Turkey. Benchmarking and ranking customers from best to worst based on the perception of ethics of social commerce would identify customers with a high perception of the ethics of social commerce platforms and motivate them as opinion leaders of such platforms. Contrarily, social commerce platforms can treat worst-ranked customers with caution and strive to turn a negative perception into positive ethics. Besides, the cross-cluster study at the level of Asia and Europe would contribute to the literature to identify insights into the differences and similarities between the Asian and European contexts based on multiple and diverse cultures regarding social commerce ethics of rural communities.
Açıklama
Anahtar Kelimeler
Ethics of Social Commerce, Multi-Criteria Decision Making, Social Support, Perceived Risk of Ethical Violations, Rural Communities
Kaynak
Current Psychology
WoS Q Değeri
Q2
Scopus Q Değeri
Q2
Cilt
42
Sayı
35
