中国消费者伦理行为研究基于社会性的视角

华中科技大学博士学位论文中国消费者伦理行为研究：基于社会性的视角姓名：赵宝春申请学位级别：博士专业：企业管理指导教师：田志龙20080427IN535——;;;;;;IIAbstractUsingasample(N=535)drawnfromconsumersofMainlandChina,thisstudyinvestigatesChineseconsumer’sethicalbehaviorswiththreesocialityviewssuchastheconsumerethicsactuality,theinfluenceofconsumers’cognitiontosocialrewards-punishmentsontheirethicaldecision-making,thecorrelationbetweenethicalevaluationandtheirresponsetocause-relatedmarketing.Theresultsrevealthat,thefactorstructureofethicalbeliefsproducedinthisstudyisconsistentwithpreviousstudiesgreatly,andChineseconsumersaremoresensitivetothe“illegal”and“passive”unethicalbehaviorsthanthose“active”and“noharm”behaviors,whichoffersausefulsupportfortheargumentthatalinkexistsbetweenethicalintentionsimpliedinthewesternethicalscaleandethicalbehavior,aswellasreportsthatconsumersofMainlandChinapresentdouble-standardsinethicalevaluationsimilartotheircounterpartsofHongKong.Itisalsofoundinthisstudythattwoethicalideologycategories(idealismandrelativism)andMachiavellianismaffectsignificantlyChineseconsumers’ethicalevaluationbutethicalideologyfunctionscorrelatedtoconsumptionsituationswhileMachiavellianismdoesnot.Indemographicalvariables,gender,age,familyannulincome,birthplaceandeducationarefoundtoaffectsignificantlytheirethicalevaluationinsomeconsumptionsituations.Moreover,theresultsreportthatconsumers’ethicaldecisioninsomeconsumptionsituationswithethicalimplicationsissignificantlycorrelatedtotheircognitiontosocialrewards-punishments.Themoresensitivetothesoftdimensionofsocialrewards-punishmentsconsumersare,themoretheyarelikelytorefusethosequestionablebenefitingbehaviors,whichindicatingthatculturalenvironmentinfluencetherelationshipbetweenconsumerethicsandsocialrewards-punishments,andincollectivismculturewhichemphasizinggroup’swelfareandsocialharmony,thesoftdimensionofsocialrewards-punishments(socialconsensusandthepressurefromrelationalgroups),asoftguidingpower,canpromoteconsumerstobemoreethicalforChinesetraditionalculturalIIIvaluescaninducemoralbehaviors.However,theharddimensionofsocialrewards-punishmentshastwo-sidefunctionstotheirethicalevaluation,whichrelatedtoconsumptionsituationsandindividualcharacteristics,andthisresultindicatsthatthelegalmeasuresmayfailinstoppingconsumersbuyingpiraticalgoodsinChina’smarket.Inaddition,theresultsaffirmthattheethicalcognitionofChineseconsumersindifferentconsumptionsituationsandtheirresponsetocause-relatedmarketinginfluencewitheachother,andChineseconsumerstendtobeingtwo-sidesintheirresponsetocause-relatedmarketing:morefavoroffirmsthattakingcause-relatedmarketingintheircognitiondomainbutlesssupportintheirconsumptionbehaviorslikebuyingcause-relatedgoods,whicharecorrelatedtothedouble-standardsintheirethicalevaluationandthecurrentsituationofChina’smarket.TheconclusionsinthreesocialityviewsimplythatChineseconsumersshowobvioussocialityofattendinginsocialgroupsandimprovingsocialwelfareintheirconsumptionbehaviors,andthesesocialityisnotonlycorrelatedtoindividualvariables,consumptionsituations,socialculturalfactors,butalsotothesocialbehaviorsofbargainers,theanotheroneofgeneralbuyer-sellergame.Keywords:Consumerethics,Sociality,Ethicalideology,MachiavellianismSocialrewards-punishments,Cause-relatedmarketing,Consumerresponse111.1706720381.2(VitellSinghapakdi&Thomas2001)YechiamBarronErev&Erez2003ShawGrehanShiuHassan&Thomson2005Mintel1994ShawGrehanShiuHassan&Thomson2005NewEconomicsFoundationShawGrehanShiuHassan&Thomson2005(Kramer&Herbig1994Rawwas2001)(Miles1995)2Rawwas2001)(McDonald1994)(Jeannet&Hennessey1992Rawwas2001)Mayo(1991)Kung(1997)1990Muncy&Vitell1992Vitell&Muncy1992VitellSinghapakdi&Thomas2001DonohoPolonskyRoberts&Cohen2001Thong&Yap1998Hunt&Vasquez-Parraga1993)(Hunt&Vitell1986Hunt&Vasquez-Parraga1993Trevino1986)(VitellLumpkin&Rawwas1991VanKenhoveVermeir&Verniers2001Rawwas1996SwaidanVitell&Rawwas2003)(ColeSirgy&Bird2000Muncy&Vitell1992)RawwasVitell&Al-Khatib1994RawwasPatzer&Klassen1995RawwasPatzer&Vitell1998Rawwas2001RawwasSwaidan&Oyman2005Lee&Sirgy1999SinghapakdiVitell&Leelakulthanit1994Al-KhatibVitell&Rawwas1997PolonskyBritoPinto&Higgs-Kleyn2001SinghapakdiRawwasMarta&Ahmed1999)KallisKrentier&Vanier1986Albers-Miller1999AngChengLin&Tambyah2001)ChanWong&Leung1998RawwasPatzer&Klassen1995Rawwas2001ErffmeyerKeillor&LeClair199931.31.3.1Taylor1975,p.1RawwasSwaidan&Oyman2005Vitell2003Muncy&Vitell1992consumerethics1ethicsbeliefRallapalliVitellWiebe&Barnes1994Rawwas1996Muncy&Vitell1992VitellLumpkin&Rawwas1991VanKenhoveVermeir&Verniers2001PolonskyBritoPinto&Higgs-Kleyn200142ethicalideology(Al-KhatibVitell&Rawwas1997Lee&Sirgy1999Rawwas2001)idealismrelativilismVanKenhoveVermeir&Verniers2001Machiavellianism(Rawwas1996)Hunt&Chonko19841.3.2sociality199620035200620031.3.3socialnorms,,,1997socialrewards-punishments2003Fisher&Ackerman1998Tyler2000Wood2000Fisher&Ackerman1998200220031.3.4cause-relatedmarketingVaradarajan&Menon19886Polonsky&Wood1999NPOs(Webb&Mohr1998)consumerresponsetocause-relatedmarketing1.41.4.1200220062003(2006)7(2006)1.4.21,1997Nozick1977Redmond2004200720078ShawG