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Based on the perception of ethics in social commerce platforms: Adopting SEM and MCDM approaches for benchmarking customers in rural communities

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Abstract

The study aimed to determine customers’ perceptions of the ethics of social commerce platforms by investigating the role of the impact of information quality, information credibility, website quality, innovativeness, altruism, sense of belongingness, self-enhancement, social support, and valuation of electronic word of mouth (eWOM) on the perception of ethics of social commerce platforms. In addition, the strength of the relationship between these factors and the perception of ethics of social commerce platforms was determined by the mediating role of the perceived risk of ethical violations. To this end, this study complements academic literature by integrating structural equation modeling (SEM) and multi criteria decision making (MCDM) techniques. In order to complete the strategic decisive solution, this study uses a survey to collect data from customers of rural communities in Malaysia and Turkey. The results demonstrate that perceived risk of ethical violations has a partial mediating role in the relationship between dependent variables and the perception of ethics of social commerce platforms for Malaysia and Turkey. Benchmarking and ranking customers from best to worst based on the perception of ethics of social commerce would identify customers with a high perception of the ethics of social commerce platforms and motivate them as opinion leaders of such platforms. Contrarily, social commerce platforms can treat worst-ranked customers with caution and strive to turn a negative perception into positive ethics. Besides, the cross-cluster study at the level of Asia and Europe would contribute to the literature to identify insights into the differences and similarities between the Asian and European contexts based on multiple and diverse cultures regarding social commerce ethics of rural communities.

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The data of the paper, which supports the analysis and results of this paper, are available with the corresponding author and the data can be obtained from the authors upon request.

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Funding

This work is funded by Universiti Sains Malaysia, Short Term Grant [Grant Number: 304/PKOMP/6315616], for the Project entitled “New Coefficient of Variation Control Charts based on Variable Charting Statistics in Industry 4.0 for the Quality Smart Manufacturing and Services”.

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Authors and Affiliations

  1. Graduate School of Business, Universiti Sains Malaysia, Penang, Malaysia

    Abdullah Mohammed Sadaa

  2. Graduate School of Business, Universiti Sains Malaysia, 11800, Pulau Pinang, Malaysia

    Yuvaraj Ganesan

  3. School of Management, Universiti Sains Malaysia, 11800, Pulau Pinang, Malaysia

    Khai Wah Khaw & Alhamzah Alnoor

  4. Management Technical College, Southern Technical University, Barsah, Iraq

    Alhamzah Alnoor

  5. Institute of Business Studies, Kohat University of Science and Technology, Kohat, Pakistan

    Sammar Abbas

  6. School of Computer Sciences, Universiti Sains Malaysia, 11800, Pulau Pinang, Malaysia

    XinYing Chew

  7. School of Tourism and Hospitality Management Department of Tour Guiding, Sinop University, Sinop, Turkey

    Gül Erkol Bayram

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Sadaa, A.M., Ganesan, Y., Khaw, K.W. et al. Based on the perception of ethics in social commerce platforms: Adopting SEM and MCDM approaches for benchmarking customers in rural communities. Curr Psychol 42, 31151–31185 (2023). https://doi.org/10.1007/s12144-022-04069-9

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