A Model Of Consumer Rights Protection Via Ethics Marketing Communication Channels Affecting Purchasing Decision Behavior Of Online Consumers

Abstract

The research aimed to study a model of consumer rights protection via ethical marketing communication channels affecting the purchasing decision behavior of online consumers. The research consisted of a survey and development research with Structural Equation Modeling: SEM. Questionnaires were constructed as a research tool for collecting data from 884 online consumers. The research findings indicated that the developed model of consumer rights protection via ethical marketing communication channels affecting purchasing decision behavior of online consumers had validity and ability to predict a satisfactory level and acceptably at 84.7%. At the statistical significance of 0.05, we found the right to be safe, receive information, freedom of choice, contract fairness, and be compensated causally with ethical marketing communication channels. Furthermore, the right to be safe, the right to receive information, the right to freedom of choice, the right to contract fairness, the right to be compensated, and ethical marketing communication channels had a causal relationship with affecting purchasing decision behavior of online consumers.