Questionnaire is used to explore the mediation and moderation of four dimensions of reference groups (RG) in the influence of response sensitivity of Social rewards-punishments system (RS) and individual susceptibility to social rewards and punishments (IS) on consumer's unethical behavior intention (IN).As a result,it is found that IS is a vital step for RS to affect IN,while IS influences IN mainly through a direct path with negative effect.In the indirect paths for them,effects vary with the dimensions of RG,such as negative effect for the path of Group Disapprove (GD),and positive effect for the step of utility information influence (UI) or group approve (GA);It is also found that GA can moderate positively RS to promote IS,and GD can reinforce IS to curb IN in its moderating effect.%利用问卷调查方法,分析参考群体在社会奖惩响应灵敏度和个体敏感性影响非伦理消费行为意愿中的中介效应和调节效应.研究发现,社会奖惩个体敏感性是响应灵敏度抑制非伦理意愿的重要环节,而个体敏感性主要通过直接路径抑制非伦理意愿;二者通过参考群体实现的间接效应与参考群体功能维度有关,其中,群体否决路径实现的是抑制作用,效用信息路径和群体认可路径则是促进作用;群体认可维度可调节强化响应灵敏度对个体敏感性的促进作用,而群体否决维度则可强化个体敏感性对非伦理意愿的抑制作用.
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