网上消费者非伦理行为：特性、维度与测量  

Online Consumer Unethical Behavior: Characteristics, Dimensions and Measurement

作　　者：曾伏娥[1,2] 罗茜[1] 屠采撷[1] 李鹏 

机构地区：[1]武汉大学经济与管理学院 [2]香港城市大学商学院 [3]郑州纳兰尔服饰有限公司

出　　处：《南开管理评论》2011年第2期26-36,共11页Nankai Business Review

基　　金：国家自然科学基金(70772044、71072104)资助

摘　　要：本文基于群体极化、去个性化与利已主义理论,对网上消费者非伦理行为的特性、维度和测量进行了系统探讨。研究结果发现,网上消费者非伦理行为的本质特征可经由行为动机和行为目标对象两个核心视角揭示,情绪支配和行为目标对象泛化是其重要特性面。此外,研究还发现,网上消费者非伦理行为是一个多维概念,其维度可依行为动机(利益动机、情绪动机)和行为目标对象(具体对象、泛化对象)组合提炼,主要维度包括扰乱秩序行为、恶意利已行为、节制伤害行为和侵犯版权行为。研究最终确立了一套专门针对网上消费者非伦理行为的测量量表。Based on group polarization, de-individuation and self interest theory, this study focuses on examining systematically the characteristics, dimensions and measurement of online consumer unethical behavior. Results show that the essential characteristics of online consumer unethical behavior can be revealed via two core perspectives, i.e., behavioral motive and behavioral target object. Emotional domination and behavioral target object generalization are two important features that can be derived based on these two perspectives. Furthermore, this study finds that online consumer unethical behavior is a multidimensional concept, whose dimen- sion can be refined by combining behavioral motives （interest mo- tive and emotional motive） and behavioral target objects （concrete object and generic object）. Also, this study develops eventually a measurement scale that applies to online consumer unethical behavior. Taken together, this study enables us to contribute to extant literature in three ways. First, this study have found and tested two core perspectives that help to explore the essential features of online consumer unethical behavior, which would change the status quo that extant research relatively understudied online consumer ethics concept attribute. The result also helps to provide clues to future re- search on this topic. Second, this study explores and concludes four important dimensions： disturb order behavior, self-serving malevo- lently behavior, forbearing injurious behavior and copyright infring- ing behavior. These dimensions are different from what have been found in the extant literature but are concordant with the prediction of group polarization theory and de-individuation theory. They help to change the paradigm that highly relies on rational egoism theory in exploring the dimensions of consumer unethical behavior. Third, this study provide a set of scale that can be used for online consum- er unethical behavior, which is vital for future empirical research because so far no scale on o

关 键 词：消费者伦理 非伦理行为 网上消费者 行为动机 行为目标对象 

分 类 号：F713.36[经济管理—产业经济] F224