Fihartini, Yuniarti and Helmi, R. Arief and Hassan, Meydia and Oesman, Yevis Marty (2021) The Mediating Role of Affective Experience to The Effect of Online Retail Ethic on Repurchase Intention: Indonesian Y and Z Generation Perspective. Proceedings of the First International Conference of Economics, Business & Entrepreneurship. ISSN 2593-7650

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Ethical violations are more likely to occur in online transactions compared to face-to-face transactions, and have been trigging negative perception regarding online retail ethic and negative experience of customer. Those are identified as the major problems causing consumers’ hesitance toward taking decision for shopping online. This study is to investigate the effect of consumer perception of online retail ethic on repurchase intention with the affective experience as a mediation variable. An online survey conducted toward customer between 17–40 age and have experience in purchasing product online in Indonesia. The results show that consumer perception of online retail ethic effects affective experience and affective experience effects repurchase intention. Consumer perception of online retail ethic also has direct effects on repurchase intention. Thus, the affective experience partially mediates the effect of consumer perception regarding online retail ethic and repurchase intention.

Item Type: Article
Subjects: B Philosophy. Psychology. Religion > BJ Ethics
H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen
Depositing User: S.E.,M.Si. Yuniarti Fihartini
Date Deposited: 07 May 2021 03:45
Last Modified: 07 May 2021 03:45

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