中國消費者倫理行為研究：基于社會性的視角.pdf

1、華中科技大學博士學位論文中國消費者倫理行為研究：基于社會性的視角姓名：趙寶春申請學位級別：博士專業(yè)：企業(yè)管理指導教師：田志龍20080427華中科技大學博士學位論文華中科技大學博士學位論文IIAbstractUsingasample(N=535)drawnfromconsumersofMainlChinathisstudyinvestigatesChineseconsumer’sethicalbehaviswiththreesocial

2、ityviewssuchastheconsumerethicsactualitytheinfluenceofconsumers’cognitiontosocialrewardspunishmentsontheirethicaldecisionmakingthecrelationbetweenethicalevaluationtheirresponsetocauserelatedmarketing.Theresultsrevealthat

3、thefactstructureofethicalbeliefsproducedinthisstudyisconsistentwithpreviousstudiesgreatlyChineseconsumersaremesensitivetothe“illegal”“passive”uhicalbehavisthanthose“active”“noharm”behaviswhichoffersausefulsupptftheargume

4、ntthatalinkexistsbetweenethicalintentionsimpliedinthewesternethicalscaleethicalbehaviaswellasreptsthatconsumersofMainlChinapresentdoublestardsinethicalevaluationsimilartotheircounterpartsofHongKong.Itisalsofoundinthisstu

5、dythattwoethicalideologycategies(idealismrelativism)MachiavellianismaffectsignificantlyChineseconsumers’ethicalevaluationbutethicalideologyfunctionscrelatedtoconsumptionsituationswhileMachiavellianismdoesnot.Indemographi

6、calvariablesgenderagefamilyannulincomebirthplaceeducationarefoundtoaffectsignificantlytheirethicalevaluationinsomeconsumptionsituations.Meovertheresultsreptthatconsumers’ethicaldecisioninsomeconsumptionsituationswithethi

7、calimplicationsissignificantlycrelatedtotheircognitiontosocialrewardspunishments.Themesensitivetothesoftdimensionofsocialrewardspunishmentsconsumersarethemetheyarelikelytorefusethosequestionablebenefitingbehaviswhichindi

8、catingthatculturalenvironmentinfluencetherelationshipbetweenconsumerethicssocialrewardspunishmentsincollectivismculturewhichemphasizinggroup’swelfaresocialharmonythesoftdimensionofsocialrewardspunishments(socialconsensus