The Effects of Perceived Marketing Ethics and Trust of B2C Dealers on Online Consumers' Intention of Word-of-Mouth: An Exploratory Research

In network age, more and more consumers make kinds of e-commerce activities via internet. And marketing ethics of online dealers is one of the important factors that impact the efficiency of the cyber-market. Through a questionnaire survey of 167 online consumers, a structural equation model was implemented to test the relation of perceived marketing ethics, trust of B2C dealers and online consumers’ intention of word-of-mouth. It finds that perceived marketing ethics of online dealers not only has direct positive effect on online consumers’ intention of word-of-mouth, but also has indirect positive effect on it through trust of online dealers.