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The impact of consumers' perceptions regarding the ethics of online retailers and promotional strategy on their repurchase intention

机译：消费者对在线零售商道德的影响以及对他们回购意图的促销战略的影响

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摘要

Cause-related marketing (CRM) has become increasingly popular and widely adopted by large companies. However, not much attention has been paid to the effect of CRM on small or unknown online retailers. As ethical concerns about the Internet continue to rise, consumers' perceptions regarding the ethics of online retailers (CPEOR) become important when making a purchase decision. This research uses the self-signaling theory to examine how online retailers' information management and promotional strategy (CRM vs. Price Discount) may emit signals and impact on the consumers' repurchase intention. It was assumed that a high CPEOR would work better with a CRM-based strategy, which is fundamentally aligning in ethics. However, the experimental results surprisingly revealed that when CPEOR was high, the consumers' repurchase intention increased in the case of a Price Discount-based promotion when compared to a CRM-based promotion; the effect was the opposite when consumers' CPEOR was low. ANCOVA was used to analyze the data while setting certain variables as covariates. This research is a meaningful contribution to the literature and serves as an important reference for e-commerce practitioners to understand how they can wisely manage the information on the online storefront to signal their consumers and create an incremental value for the business.
机译：与造成相关的营销（CRM）已越来越受欢迎，广泛采用大型公司。但是，没有大量关注CRM对小型或未知在线零售商的影​​响。作为对互联网的伦理问题继续上升，消费者对在线零售商（CPEOR）的道德的看法（CPEOR）在做出购买决定时变得重要。本研究使用自信理论来研究在线零售商的信息管理和促销策略（CRM与价格折扣）如何发出信号和对消费者回购意图的影响。假设高CPEOR通过基于CRM的策略更好地工作，这在基本上在道德中对齐。然而，实验结果令人惊讶地透露，当CPEOR很高时，与基于CRM的促进相比，消费者的回购意图在价格折扣的促销时增加;当消费者的CPEOR低时，效果相反。 ANCOVA用于分析数据，同时将某些变量设置为协变量。这项研究对文献来说是一个有意义的贡献，并为电子商务从业者了解他们如何明智地管理在线店面的信息，以证明他们的消费者能够为业务创造增量价值。

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