直接经验、伦理判断与非伦理消费行为再犯  

Direct Experience,Ethical Judgment and Recidivism of Consumer Unethical Behavior

作　　者：赵宝春[1] 

机构地区：[1]中南民族大学管理学院

出　　处：《管理学报》2016年第4期483-490,共8页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71472189);教育部人文社会科学研究资助规划项目(14YJA630094)

摘　　要：为了解答基于经验的非伦理消费行为再犯问题,利用伦理判断这个伦理决策核心变量揭示直接经验的作用心理路径。选取4类典型的非伦理消费行为情景,通过问卷调查方法研究直接经验影响非伦理消费行为意愿时伦理判断所发挥的中介作用和调节作用。结果发现,在控制伦理情景条件下,直接经验仍有利于非伦理消费行为意愿的形成;从心理路径看,直接经验可通过降低伦理判断水平而间接提升非伦理消费行为意愿;但直接经验的绝大部分作用效应通过直接路径传递,基于伦理判断中介作用传递的间接效应相对较弱;直接经验对非伦理消费行为意愿的影响还受伦理判断显著调节,伦理判断水平越高的消费者从事非伦理行为的意愿受直接经验正向影响的程度越大。Direct experience plays an important role in the recidivism of consumer unethical behavior,and ethical judgment is a vital step in the process of ethical decision-making.To exploit the psychological mechanism of direct experience functioning in the formation of consumers＇ unethical behavioral intention,ethical judgment is selected as the major factor considering its significance toward the solution of＂old habits die hard＂in the recidivism of consumer unethical behavior.In this study,questionnaires under four typical ethical situations are used to check the mediating effect and moderating effect of ethical judgment in the impact of direct experience on consumers＇ unethical behavioral intention.The results suggest that,under the condition of controlled ethical situations,direct experience is still found to promote the formation of consumer＇s intention to behave unethically;direct experience could affect consumers＇ unethical behavioral intention directly or/and indirectly through ethical judgment.Moreover,the function of direction experience is transmitted in the direct pathway much more than in the indirect one.Additionally,ethical judgment is found to moderate the effect of direct experience influencing consumers＇ unethical behavioral intention,and the higher the level of ethical judgment is,the more unethical behavioral intention is influenced positively by direct experience.

关 键 词：消费伦理 非伦理消费行为 行为意愿 直接经验 伦理判断 

分 类 号：C93[经济管理—管理学]