Consumer vulnerability : its impact on ethical perceptions and brand love towards online retail from a stimulus-organism-behaviour-consequence perspective

Sharma, Dheeraj, Bhardwaj, Neha and Sreen, Naman (2025) Consumer vulnerability : its impact on ethical perceptions and brand love towards online retail from a stimulus-organism-behaviour-consequence perspective. International Journal of Technology Marketing, 19 (3). 337- 365. ISSN 1741-878X

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Abstract

Ethics in e-commerce becomes essential, especially in crisis situations such as COVID-19. However, few e-commerce platforms adopt unethical practices to benefit in these vulnerable times. An online survey is conducted for respondents who have bought medical products online during COVID-19. The data is analysed using PLS-SEM for 400 respondents. This study utilises the stimulus-organism-behaviour-consequence (SOBC) perspective by presenting resource scarcity and distinguishing ability as the stimulus, different facets of consumers' perceived ethics of online retail (CPEOR) as the organism, trust, and brand love as behavioural and consequential outcomes, respectively. The results of the study support the SOBC framework. Findings indicate that resource scarcity and distinguishing ability influence facets of CPEOR, which impacts trust towards online retail, finally impacting brand love for online retail and products. The study contributes to the literature by offering new perspectives on managing ethical perceptions of online retailers.

Item Type: Article
Keywords: brand love | consumers’ perceived ethics of online retail | CPEOR | distinguishing ability | resource scarcity | SOBC | stimulus organism-behaviour-consequence | trust
Subjects: Social Sciences and humanities > Business, Management and Accounting > Management Information Systems
JGU School/Centre: Jindal School of Banking and Finance
Depositing User: Mr. Luckey Pathan
Date Deposited: 01 Oct 2025 15:09
Last Modified: 01 Oct 2025 15:09
Official URL: https://doi.org/10.1504/IJTMKT.2025.147340
URI: https://pure.jgu.edu.in/id/eprint/10167

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