O2O模式下消费者对零售商的双重伦理感知

Double ethical perception of consumers to retailers in O2O mode

零售商的伦理问题直接影响着消费者的购买行为并制约着零售业的长久发展。通过问卷调查,开发在O2O背景下测量消费者对传统零售商店和网络商店的伦理感知量表,得出双渠道中影响消费者伦理感知的因子主要包括诚信度、企业责任、顾客价值、公平竞争及公平交易。同时,通过Pearson相关分析法发现消费者对传统零售商店的伦理感知会显著影响对其网络商店的伦理感知,采用单样本T检验法分析得出同一零售商消费者对传统实体店和网络商店的伦理感知水平不存在显著差异的结论,从而为规模大且知名度高的传统零售实体店采取高水平的伦理战略提供理论基础。

The ethical issues of retailers directly affect the buying behavior of consumers and restrict the long-term development of the retail industry. Through questionnaire survey,ethical perception measurement scale of consumers is exploited to traditional retail stores and online stores under the background of O2 O.The factors influencing the ethical perception of consumers in the double channels are w orked out mainly including integrity,corporate responsibility,customer value,fair competition and even bargain. At the same time,through Pearson correlation analysis it is found that the ethical perception of consumers to traditional retail stores can significantly influence the ethical perception of their respective online stores. The conclusion is show n by the single sample T-test analysis that there is no significant difference betw een the ethical perception level of consumers from the same retailers to the traditional brick-and-mortar stores and online stores. That provides the theoretical basis for the traditional retail stores w ith large scale and visibility to take a high level of ethical strategy.