在线零售商营销道德与口碑的关系研究

在企业识别理论和社会认同理论的基础上,构建了在线零售商营销道德、企业道德识别、消费者-企业认同与口碑之间的关系模型。研究发现,在线零售商营销道德通过企业道德识别和消费者-企业认同对口碑产生正向影响,但是其五个维度的作用路径并不完全相同。企业道德识别在直接正向影响口碑的同时,还通过消费者-企业认同间接正向影响口碑。因此,在线零售商应建立和维持一个有道德的身份,强化顾客对企业的认同感,以此形成传播效应。

According to corporate identity theory and social identity theory, this paper constructed a relationship model among incorpo rating online retailers＇ ethics, corporate ethical identity, and consumer company identification and word of mouth. The results indicated that online retailers＇ ethics has online retailers＇ ethics has positive impacts on word of mouth through corporate ethical identity, and customer enterprise identity, but their five dimension path is not completely identical. While corpo rate ethics identity directly affects word of mouth, it indirectly affects word of mouth through customer enterprise identity. Therefore, online retailers should establish and maintain a moral identity, and enhance customers＇ approval sense of enterprise so as to form propagation effects.