The Relationship between E-Commerce Ethic and E-Purchase Intention: The Mediating Role of E-WOM and the Moderating Role of Guarantee Statement

The aim of this study was to study the relationship between e-commerce ethics and e-purchase intention through the mediating role of e-word-of-mouth and the moderating role of guarantee statements.

This research is an applied in terms of purpose and descriptive-correlational in terms of nature. The statistical population of this study consisted of people who had bought online at least once. The sampling method was randomly and the sample size was determined 384 sample according to the Cochran’s formula due to the unlimited statistical population. A questionnaire was used to collect data. Structural equation modeling using SPSS and SMART PLS software was used to analyze data and analyze the hypotheses.

The results of this study showed a positive relationship between research variables. Accordingly, there is a positive and significant relationship between the e-commerce ethics and the e-purchase intention (β=0.349), between the e-commerce ethics and e-word-of-mouth (β=0.569), and between e-word-of-mouth and the e-purchase intention (β=0.449). E-word-of-mouth also acts as a mediator between e-commerce ethics and e-purchase intention (β=0.256). The same relationship is moderated by the quarantee statement variable (β=0.075).

Based on the research findings, it can be concluded that the development and implementation of e-commerce ethics indicators and also providing a guarantee statement on the website, improve word-of-mouth e-advertising by customers and encourage them to buy products online, will increase the profitability and effective performance of companies.