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在线零售商营销道德行为的消费者响应机理——理论模型及实证检验

沈鹏熠,王志平

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沈鹏熠, 王志平. 在线零售商营销道德行为的消费者响应机理——理论模型及实证检验[J]. bob手机在线登陆学报(社会科学版), 2015, (6): 81-89. doi: 10.15918/j.jbitss1009-3370.2015.0611
引用本文: 沈鹏熠, 王志平. 在线零售商营销道德行为的消费者响应机理——理论模型及实证检验[J]. bob手机在线登陆学报(社会科学版), 2015, (6): 81-89.doi:10.15918/j.jbitss1009-3370.2015.0611
SHEN Pengyi, WANG Zhiping. Consumer Response Mechanism of Online Retailers'Marketing Ethical Behaviors —A Theoretical Model and Empirical Test[J]. Journal of Beijing Institute of Technology (Social Sciences Edition), 2015, (6): 81-89. doi: 10.15918/j.jbitss1009-3370.2015.0611
Citation: SHEN Pengyi, WANG Zhiping. Consumer Response Mechanism of Online Retailers'Marketing Ethical Behaviors —A Theoretical Model and Empirical Test[J].Journal of Beijing Institute of Technology (Social Sciences Edition), 2015, (6): 81-89.doi:10.15918/j.jbitss1009-3370.2015.0611

在线零售商营销道德行为的消费者响应机理——理论模型及实证检验

doi:10.15918/j.jbitss1009-3370.2015.0611
基金项目:

国家自然科学基金资助项目(71362002);教育部人文社会科学研究青年基金资助项目(13YJC630130)

Consumer Response Mechanism of Online Retailers'Marketing Ethical Behaviors —A Theoretical Model and Empirical Test

  • 摘要:基于458个有过网购经验的消费者问卷调查,运用结构方程建模法,对在线零售商营销道德行为的消费者响应机理进行实证分析.结果表明:在线零售商营销道德行为(ORE)感知绩效对期望一致性和ORE满意感有正向影响,ORE期望对期望一致性有负向影响,期望一致性正向影响ORE满意感,ORE满意感正向影响消费者在线购买意愿;从ORE感知绩效与期望的动因看,ORE感知利己动机对ORE感知绩效有负向影响,ORE感知利他动机则对ORE感知绩效有正向影响,消费者伦理意识正向影响ORE期望,网络店铺印象则对ORE期望和ORE感知绩效均有正向影响.多群组分析结果显示,人口统计特征变量中的性别、年龄、受教育程度、网购频率在不同假设路径中的影响存在显著差异.
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  • 收稿日期:2015-04-09
  • 刊出日期:2015-12-04

在线零售商营销道德行为的消费者响应机理——理论模型及实证检验

doi:10.15918/j.jbitss1009-3370.2015.0611
    基金项目:

    国家自然科学基金资助项目(71362002);教育部人文社会科学研究青年基金资助项目(13YJC630130)

摘要:基于458个有过网购经验的消费者问卷调查,运用结构方程建模法,对在线零售商营销道德行为的消费者响应机理进行实证分析.结果表明:在线零售商营销道德行为(ORE)感知绩效对期望一致性和ORE满意感有正向影响,ORE期望对期望一致性有负向影响,期望一致性正向影响ORE满意感,ORE满意感正向影响消费者在线购买意愿;从ORE感知绩效与期望的动因看,ORE感知利己动机对ORE感知绩效有负向影响,ORE感知利他动机则对ORE感知绩效有正向影响,消费者伦理意识正向影响ORE期望,网络店铺印象则对ORE期望和ORE感知绩效均有正向影响.多群组分析结果显示,人口统计特征变量中的性别、年龄、受教育程度、网购频率在不同假设路径中的影响存在显著差异.

English Abstract

沈鹏熠, 王志平. 在线零售商营销道德行为的消费者响应机理——理论模型及实证检验[J]. bob手机在线登陆学报(社会科学版), 2015, (6): 81-89. doi: 10.15918/j.jbitss1009-3370.2015.0611
引用本文: 沈鹏熠, 王志平. 在线零售商营销道德行为的消费者响应机理——理论模型及实证检验[J]. bob手机在线登陆学报(社会科学版), 2015, (6): 81-89.doi:10.15918/j.jbitss1009-3370.2015.0611
SHEN Pengyi, WANG Zhiping. Consumer Response Mechanism of Online Retailers'Marketing Ethical Behaviors —A Theoretical Model and Empirical Test[J]. Journal of Beijing Institute of Technology (Social Sciences Edition), 2015, (6): 81-89. doi: 10.15918/j.jbitss1009-3370.2015.0611
Citation: SHEN Pengyi, WANG Zhiping. Consumer Response Mechanism of Online Retailers'Marketing Ethical Behaviors —A Theoretical Model and Empirical Test[J].Journal of Beijing Institute of Technology (Social Sciences Edition), 2015, (6): 81-89.doi:10.15918/j.jbitss1009-3370.2015.0611
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