EXPLORING ONLINE CONSUMER ETHICS: DO CONSUMER PERCEPTIONS OF E-ETHICS CHANGE ACCORDING TO CAD PERSONALITIES?

Özet

Öz In the new era, one of the major factors influencing the buying decisions and patterns of consumers isthe Internet and all concepts are being adapted to non-traditional channels. This study addresses thebig gap on academic research regarding online consumer ethics. The aim of this study is to explorethe dimensions that makeup online consumer ethics and to assess whether consumers’ online ethicsperceptions show variations among the three CAD (compliant, aggressive, detached) personality types.Data were collected from 725 respondents through face-to-face surveys. Online consumer ethicsdimensions were determined by factor analysis. Then, respondents were classified into groupsaccording to CAD personality types. Finally, the personality types which perceive questionablebehaviors in online behavior as more unethical are determined.