Abstract

E-commerce ethics enhance the online repurchase intentions of e-commerce buyers and provide rut and rudder to the small and medium enterprises (SMEs) to survive in a competitive environment across the globe. Covid-19 has completely altered the game of business to business (B2B) e-commerce that led towards multifaceted ethical issues. Paradoxically, limited research in empirical side has been conducted in the area of e-commerce ethics. This study investigated the influence of e-commerce ethics in terms of buyers’ perception of suppliers’ ethics (BPSE) on online repurchase intentions. Partial least square structural equation modeling as an analysis technique has been used in this research. The data was collected through questionnaire from 387 respondents belonging to four metropolitan cities; Islamabad, Lahore, Karachi, Multan and Sialkot. The findings of this study revealed the direct and all indirect effects of e-commerce ethics on online repurchase intentions are significant and have positive relationship along with mediators. This study contributes to existing literature by using ethical theories and expectation confirmation theory (ECT), testing for empirical and practical side of e-commerce ethics in case B2B SMEs of Pakistan. Moreover, e-commerce services providers will be able to get advantages from BPSE to increase repurchase intentions of B2B SMEs in future.