Impact of B2C e-commerce codes of conduct on sales volume: lessons from the Spanish perspective

Abstract

Purpose The purpose of this paper is to carry out empirical testing of the relationship between corporate image and corporate satisfaction among business-to-consumer (B2C) e-commerce organizations who possess codes of conduct and study their effects on sales volume. The aim is to measure impacts of both corporate image as well as measure corporate satisfaction on online sales volume increases. In addition, the authors have added to the study the product-type dimension as a moderate variable. Design/methodology/approach A structural model is developed and empirically tested through survey data obtained from 127 Spanish companies adhering to a code of conduct. Findings The results indicate that adhering to a code of conduct has a positive impact on the increase in sales volumes. The paper identified the main reasons for adhering to a code of conduct, such as offering greater trust to potential consumers as well as improving the firm’s image, prestige and increasing quality and security. Research limitations/implications Further variables must be identified that would help to determine the impact on organizations adhering to codes of conduct. Practical implications This paper highlights how B2C e-commerce codes of conduct help managers achieve better conditions for competiveness. The findings show how adhering to a code of conduct has a positive impact on increased sales volumes. The results indicate that the reasons for adhering to a code of conduct are the following: it offers greater trust to potential consumers, as well as improves the firm’s image and prestige, and increases purchase quality and security. Originality/value This paper contributes to the enrichment of knowledge concerning B2C e-commerce codes of conduct developed a pioneering study.