Presenting the conceptual framework of the role of the seller's ethical adherence in the seller-customer relationship in the sale of second-hand goods

Subject Areas : marketing

Mandana Panahi Vanani ¹ , Pejman Jafari ² , Bahram Khairi ³

1 - Department of Business Management, Rresearch & Science Branch, Islamic azad university, Tehran, Iran.
2 - Associated Professor, Department of Business Management, Research & Science Branch, Islamic Azad University, Tehran, Iran
3 - Associated Professor, Department of Business Management, Central Tehran Branch, Islamic َAzad University, Tehran, Iran

Received: 2024-08-08 Accepted : 2024-11-04 Published : 2025-07-11

Keywords: Seller's Ethical Adherence, Seller's Honesty, Customer's Trust, Continuity of Seller-Customer Relationship,

Abstract :

The present study was carried out with the purpose of the role of the seller's ethical adherence in the seller-customer relationship in the sale of second-hand goods. This study is practical in terms of its purpose, which was carried out in the form of a descriptive-survey research with a cross-sectional approach. The statistical population includes all sellers of second-hand household appliances on the wall platform, and due to the unlimitedness of the statistical population, a sample of 384 people was randomly selected. In this study, a questionnaire containing 7 dimensions and 36 questions was used to collect information to test hypotheses. The validity of the questionnaire was confirmed using the method of content validity and convergent validity, and the reliability of the questionnaire was confirmed by calculating Cronbach's alpha coefficient and composite reliability. Partial least squares technique and SmartPLS software were used to test the hypotheses. The results of the research hypotheses test showed that the seller's ethical adherence has a positive and significant effect on the seller's honesty, privacy and responsibility. It was also found that transparency moderates the relationship between seller's ethical adherence to privacy, seller's honesty and accountability. It was also found that responsibility, honesty of the seller and protection of customer privacy all three have a positive and significant effect on customer trust. Finally, it was found that customer trust has a significant effect on the continuity of the seller-customer relationship.

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