非伦理消费情景下伦理判断对行为意愿的影响  

The Effect of Ethical Judgment on Consumer's Intention to Unethical Behavior

作　　者：赵宝春[1] 钟立文 

机构地区：[1]中南民族大学管理学院,武汉430074

出　　处：《软科学》2016年第10期131-135,共5页Soft Science

基　　金：国家自然科学基金面上项目(71472189;71172002);教育部人文社会科学研究规划项目(14YJA630094)

摘　　要：通过问卷调查方法研究伦理判断对非伦理消费行为意愿的影响及伦理情景和直接经验的调节作用。结果显示,在非伦理消费情景下伦理判断显著抑制行为意愿,且作用力因自变量组合不同而异;伦理判断的作用受伦理情景和直接经验调节。与界定模糊情景相比,界定清晰情景下的伦理判断抑制作用更强;但受直接经验影响,伦理判断转而对行为意愿有促进作用。Based on the questionaires, this paper explores the effect of ethical judgment （EJ） impacting consumer unethical behavior intention, as well as the moderating effect of ethical situations （ES） and direct experience （DE）. Rresults show that intention can be restrained efficiently by EJ, and its effect is related closely to composition of independent variables. Moreover, moderation effect of ES and DE are found together. Inhibition effect is more powerful indefined-clearly situation- sthan that in defined-unclearly situations. As influenced by DE, EJ can promote the formation of the intention, and the pro- motion effect is larger to the consumers with rich DE than to the others.

关 键 词：非伦理消费行为 行为意愿 伦理判断 伦理情景 直接经验 

分 类 号：C939[经济管理—管理学] C93-052