非伦理消费情景下感知风险对行为意愿的影响:直接经验的调节作用  

The Influence of Perceived Risk on Consumer's Unethical Behavior Intention and the Moderate Effect of Direct Experience

作　　者：赵宝春[1] 

机构地区：[1]中南民族大学管理学院,武汉430074

出　　处：《管理评论》2016年第2期116-126,共11页Management Review

基　　金：国家自然科学基金项目(71472189);教育部人文社会科学规划项目(14YJA630094)

摘　　要：本研究使用问卷调查方法,在控制伦理情景条件下检验感知风险对非伦理消费行为意愿的影响及直接经验在此之中的调节作用。结果发现,在非伦理消费情景下感知风险对行为意愿有显著抑制作用,其中只有财务风险和社会风险等两个细分维度有效,且后者影响力更大;还发现,感知风险对行为意愿的影响受直接经验负向调节,对经验丰富的消费者而言,感知风险反而有利于行为意愿的产生;不过在细分维度中,只有社会风险对行为意愿的影响受直接经验调节。In this study, questionnaire investigation is used to check the effect of perceived risk affecting consumer＇s unethical behavior intention and the moderate effect of direct experience in the function. As result, it is found that, consumer＇ s unethical behavior intention is inhibited significantly by his or her perceived risk, especial financial risk and social risk, of which the latter functions more significantly than the former. Moreover, direct experience is found to moderate negatively the impact of perceived risk on consumer＇ s intention to behave unethically, and to those with affluent direct experience, the higher the extent of perceived risk is, the stronger the intention to take unethical behavior is. Additionally, in the dimensions of perceived risk, just social risk is found to be moderated by direct experience.

关 键 词：消费伦理 非伦理消费行为 行为意愿 感知风险 直接经验 

分 类 号：F713.5[经济管理—市场营销]