Marketing predictors of ethical dimensions in predicting satisfaction and intention to buy again in cadet football players

The aim of this cross-sectional study was to examine the relative contribution of predictors (security, privacy, non-deception, and reliability) in predicting the the variance of website satisfaction criteria, and the impact of consumer satisfaction in the web environment on repurchase intention. The pertinent sample included (N = 260) football players from the Kolubara and Mačva districts (M years = 17.12, SD = 1.05). The Consumers’ perceptions of online ethics and its effects on satisfaction and loyalty scale was used. The predictors of the regression model (security, privacy, satisfaction, and reliability) explained 62% of the total variance of the criterion of consumer satisfaction in the web environment, i.e. 62% criterion variable of repurchase intention due to the influence of the dependent variable of satisfaction, with the maximum contribution to the dependent variable of the Serbian football players sample having the ethical dimension of reliability (β = 0.60; p ≤ 0.01). The interpreted correlation-regression results have theoretical and practical implications that have set the basis for operationalized longitudinal research into the relationships between marketing ethical dimensions and psychological constructs (repurchase intention and consumer satisfaction with websites) in the adolescent football population.