The Ethical Scale of Sellers Development in E-Commerce from the Perspective of Customers in Vietnam

In recent years, along with the economic growth, e-commerce in Vietnam has developed strongly but has not achieved its full potential. One of the reasons that hinder the development is the lack of trust of customers because there are still some businesses and sellers cheating. This involves ethical issues in business, especially in the e-commerce environment, which has received the attention of many scholars. However, most studies have been conducted in developed countries thus being necessary to be done in developing countries. This research was conducted to develop a new scale to measure the sellers’ ethics in ecommerce under customers’ perspective in the context of Vietnam. This research is the basis for further research in the future, helping managers to refer to appropriate and effective business policies.