Jones, Kiku; Leonard, Lori N. K.
January 2016
Issues in Information Systems;2016, Vol. 17 Issue 1, p26
Academic Journal
This study contributes to the research of Consumer-to-Consumer (C2C) e-commerce seller behavior. Much research has been done in the Business-to-Business e-commerce area (Lima-Filho et al., 2012). However, C2C e-commerce is still an area in need of exploration. The purpose of this study is to measure individual's perceptions regarding various ethical situations involving C2C e-commerce to determine factors which may influence behavioral intention. Undergraduate students from two US universities evaluated behavioral scenarios to determine if they believe the behavior to be ethical and to examine potential predictors of this determination. The scenarios involved C2C ecommerce decisions on the part of the seller. The participants were given items to examine the influence of moral equity, relativism, egoism, utilitarianism, and contractualism on individual intention in a C2C e-commerce setting. We found full support for moral equity and egoism. Partial support was found for relativism and contractualism. However, no support was found for utilitarianism. C2C e-commerce buyers can use the findings to help during transactions with sellers. Researchers can use the findings as a catalyst for future research in the C2C e-commerce ethics area. Educators can utilize the scenarios as a focus for ethical discussions in class.


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