Perceived ethicality and its impact on consumer loyalty: An empirical study on sharing economy platforms

Tang, Scully Zy Ing and Tan, Yie Xuan (2023) Perceived ethicality and its impact on consumer loyalty: An empirical study on sharing economy platforms. Final Year Project, UTAR.

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Abstract

Sharing economy in Malaysia is growing rapidly, so it is necessary to examine the consumers’ perceived ethicality of sharing economy platforms (SEPs) and how these concerns impact on consumer trust and loyalty towards sharing economy platforms. This study applies stimulus-organism-response (SOR) theory as a theoretical framework to further study the relationship between consumers’ perceived ethicality and its impact on consumer loyalty. 365 respondents who are SEP users were surveyed. Partial least squares structural equation modelling (PLS-SEM) was utilized to analyse the data. The results of the study revealed that stimulus variable - privacy (PC), security (SC), fulfilment (FUL), service recovery (SR) does influence the organism variable – trust (TR) positively, as well as response variable – loyalty (LY) with the organism variable (TR), showed positive relationship. Through this finding, it enables the researcher, SEP developers, future competitors, and the government to acquire more insight, thereby enhanced the adoption of SEP and better met the satisfaction of users.

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