The Effects of Perceived Technology, Perceived Online Ethics on Consumer Trust in Website and Trust in E –Retailer

Abstract

This study investigates the effects of customers' perception of online ethics and customer perceived technology on customer trust in website platform and trust in e-retailer. To reach this ends, this study bases on the consumers' perceptions regarding the ethics of online retailer (CPEOR) scales which was developed by Roman S. (2007) and the perceived technology theory. By using survey data from 250 online customers in Hanoi Vietnam, this study shows that there are strong relationship between the consumers' perceptions regarding the ethics of online retailer, perceived technology and customer trust on the website and trust on e-retailer. The findings confirm the CPEOR scales, clarity the perceived technology scales and offer important theoretical implications, practical implications for e-retailers to get the customer trust.