在线零售商营销道德、购物体验与顾客行为倾向研究  

Research on Online Retailer's Marketing Ethics,Shopping Experience and Consumer Behavioral Intention

作　　者：沈鹏熠[1,2] 范秀成[1] 

机构地区：[1]复旦大学管理学院,上海200433 [2]华东交通大学经济管理学院,江西南昌330013

出　　处：《大连理工大学学报（社会科学版）》2016年第3期70-76,共7页Journal of Dalian University of Technology(Social Sciences)

基　　金：国家自然科学基金项目:"基于顾客参与的服务价值共创理论与模式研究"(71232008);国家自然科学基金项目:"在线零售企业社会责任研究:测量维度;影响因素及消费者响应机制"(71362002);教育部人文社会科学研究青年基金项目:"B2C情境下在线零售商营销道德行为的消费者响应及其治理研究"(13YJC630130);江西省高校人文社会科学研究项目:"江西旅游公共服务的评价体系;影响效应及优化路径研究"(JJ1505)

摘　　要：文章基于文献回顾、访谈和问卷调查,从在线购物体验视角分析了在线零售商营销道德对顾客行为倾向的影响机理。结果表明,在线零售商营销道德维度通过在线购物体验的中介作用对顾客行为倾向产生影响。其中,隐私保护、安全可靠、诚信经营、公平竞争对顾客的认知体验有积极影响,隐私保护、安全可靠、诚信经营、社会责任履行对顾客的情感体验有积极影响,隐私保护、安全可靠、诚信经营对顾客行为倾向有积极影响,认知体验对情感体验有积极影响,认知体验、情感体验对顾客行为倾向均有积极影响,但情感体验的影响更大。并且,认知体验和情感体验在在线零售商营销道德维度与顾客行为倾向之间发挥了一定程度的中介效应。Based on literature review,interview and questionnaire survey,this paper analyzes the influencing mechanism of online retailer＇s marketing ethics on consumer behavioral intention from on the perspective of consumer＇s online shopping experience.The results show that online retailer＇s marketing ethics significantly affects consumer behavioral intention through the mediation effects of online shopping experience.Privacy protection,safety-reliability,honest management,and fair competition have positive effects on the consumer cognitive experience,and privacy protection,safety-reliability,honest management,and social responsibility fulfillment influence positively the affective experience,and privacy protection,safety-reliability,and honest management positively impact customer behavioral intention.Meanwhile,cognitive experience positively impacts affective experience,and affective experience has more positive impact on consumer behavioral intention than cognitive experience.In addition,cognitive experience and affective experience play a certain degree of mediation effect between the dimensions of online retailer＇s marketing ethics and consumer behavioral intention.

关 键 词：在线零售商 营销道德 在线购物体验 顾客行为倾向 

分 类 号：F724[经济管理—产业经济]