企业营销道德对顾客行为意向的影响:品牌关系质量的中介作用

The Influence of Business Marketing Morality on Customers' Behaviors:The Intermediary Role of Brand Relationship Quality

有关营销道德的研究已有很多,而对营销道德与顾客行为意向之间关系的研究却不足。通过对311位消费者的问卷调查,探讨了营销道德对顾客行为意向的影响机制,尤其是研究品牌关系质量在其中的中介作用。研究结果发现:营销道德对顾客行为意向有显著影响;品牌关系质量及其维度(满意、信任、承诺)都在营销道德与顾客行为意向之间起部分中介作用。

There have been many studies on marketing ethics, but insufficient is the research on the relation- ship between marketing ethics and customer behavior intention. Through the answers to the questionnaires of 31 l consumers, we have explored the mechanism of the impact of marketing ethics on customer behavior inten- tion, and particularly studied the intermediary function of brand relationship quality. The results of the study show that marketing ethics has a significant impact on customer behavior intention, and that brand relationship quality and its dimensions（ satisfaction, trust, commitment）partial mediate the two factors mentioned above. Finally, the author discusses the theoretical and practical significance, and points out the deficiency of the research and the future research direction.