Journal of Business and Management

Journal of Business and Management

ISSN: 2291-1995 (Print)    ISSN: 2291-2002 (Online)

Volume 4 (2015), No. 2, Pages 62-76

DOI: 10.12735/jbm.v4i2p62

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Whether our Virtual Commercial Environments are Polite enough or not? An Instrument for Gauging the Degree of Politeness in e-Tailers

I-Ching Chen1  Shueh-Cheng Hu2 

1Department of Information Management, Chung Chou University of Science & Technology, Taiwan, ROC
2Department of Computer Science and Communication Engineering, Providence University, Taiwan, ROC

URL: https://doi.org/10.12735/jbm.v4i2p62

To Cite this Article     Article Views: 642     Downloads: 355  Since deposited on 2015-07-09

Abstract

Politeness issues in virtual commercial contexts received rare attention from both practitioners and researchers. This work developed an instrument for gauging degree of politeness in online retailers’ storefronts. The instrument’s reliability and validity were confirmed through empirical data analysis. A second-order confirmatory factor analysis revealed that online consumers' tendency in paying relative more attention to their rights being respected and gaining useful information while they are assessing online retailers’ politeness. Using the instrument, online merchants and 3rd-parties can measure the degree of politeness in online retailers. In addition, patrons’ tendency in paying more attention to particular factors while they were evaluating the politeness guides online merchants to allocate limited resources more efficiently. Besides its practical applications, this work sets a stage for future studies trying to investigate the relationships between the politeness construct and other constructs such as customer satisfaction, trust, repurchase intention, profitability, and others that interest business administrators.

JEL Classifications: C3, L8, M1

Keywords: e-commerce, online storefronts, politeness, instrument, SEM, confirmatory factor analysis

To Cite this Article: Chen, I. C., & Hu, S. C. (2015). Whether our virtual commercial environments are polite enough or not?: An instrument for gauging the degree of politeness in e-tailers. Journal of Business and Management, 4(2), 62-76. https://doi.org/10.12735/jbm.v4i2p62

Copyright © I-Ching Chen & Shueh-Cheng Hu

Creative Commons License
This article is published under license to Science and Education Centre of North America. This is an Open Access article distributed under the terms of the Creative Commons Attribution 4.0 International License.

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Whether our Virtual Commercial Environments are Polite enough or not? An Instrument for Gauging the Degree of Politeness in e-Tailers
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