Ethical reciprocity in digitalized transactions: An empirical study of pre- and post-contractual behavior

Wing Sing Cho, Humphry Hung, Y. H. Wong

Research output: Journal article publicationJournal articleAcademic researchpeer-review

3 Citations (Scopus)


Are unethical e-service providers more tolerant of disloyal users? Only a few studies have been done on the attitude of the e-service providers who behave unethically. This research intends to fill this gap in current literature. We identify two different perspectives, behavior consistency and ethical reciprocity, in explaining the attitude of e-service providers towards their users who have breached the service contracts. We further investigate such attitude in respect of the perceived mutual commitment between these providers and their users. We test our propositions by a survey on financial e-service providers and our findings support the perspective of ethical reciprocity.
Original languageEnglish
Pages (from-to)21-28
Number of pages8
JournalComputers in Human Behavior
Issue number1
Publication statusPublished - 1 Jan 2009


  • Behavior consistency
  • Ethical reciprocity
  • Mutual commitment
  • Unethical behavior

ASJC Scopus subject areas

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • Psychology(all)

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