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首页> 外文期刊>Journal of Business Ethics >The Effect of Consumer Perceptions of the Ethics of Retailers on Purchase Behavior and Word-of-Mouth:The Moderating Role of Ethical Beliefs
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The Effect of Consumer Perceptions of the Ethics of Retailers on Purchase Behavior and Word-of-Mouth:The Moderating Role of Ethical Beliefs

机译：消费者对零售商道德的影响对购买行为和口碑：伦理信仰的调节作用

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摘要

This paper explores how consumers perceive retailer ethics. Based on a review of the marketing and consumer research literature, we conceptualize consumer perceptions of the ethics of retailers (CPER) as a multidimensional construct and propose that its effects on consumer purchase behavior and word-of-mouth communication are more salient when consumers have strong rather than weak ethical beliefs. The model was validated using a random sample of 399 respondents in a collectivist society. The results of structural equation modeling confirmed that CPER is a second-order construct comprising product fairness, price fairness, non-deception, fair trade, and green products. CPER positively predicted consumer purchase behavior and word-of-mouth communication. Moreover, ethical beliefs moderated the positive relationship between CPER and the word-of-mouth communication of consumers with strong ethical beliefs but did not moderate the relationship between CPER and purchase behavior. The implications of the findings are discussed.
机译：本文探讨了消费者如何感知零售商道德。基于对营销和消费研究文献的审查，我们将消费者的观念概念化为零售商（COPER）的伦理作为多维结构，并提出其对消费者购买行为和口口通信的影响更加突出强烈而不是薄弱的道德信仰。在集体主义社会中使用399名受访者的随机样本验证了该模型。结构方程模型的结果证实，COL是一个二阶结构，包括产品公平，价格公平，非欺骗，公平贸易和绿色产品。 COL积极地预测消费者购买行为和口碑沟通。此外，道德信仰中调节了COPER与口腔内的阳性关系，具有强烈的道德信念，但没有适度的COPPER与购买行为之间的关系。讨论了调查结果的影响。

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