摘要：Retailers business ethics aff ects consumer purchasing behavior and has an important role in development of digital society. Therefore, it is of importance to analyze the perceptions of consumers with respect to ethical behavior of retailers. Such fi ndings are useful for national policy makers as well as to retailers. This paper explores the attitudes of young consumers regarding the sales ethics of online retailers. Data gathered in a survey were analyzed with descriptive statistics methods. Results indicate that ethical behavior is important factor that constrains consumers in conducting online purchasing. Participants from the sample that have purchased a good or a service over the Internet have a high level of trust toward the online retailer and to the web page through which they have made their purchase. They are satisfied with their purchase and they show inclination to recommend the web page to other consumers. Recommendations of this paper are that online retailers and national policy of electronic trade should additionally promote the benefits of online purchasing, safety and protection of privacy.
关键词：Electronic trade; sales ethics; online retailers; young consumers
