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

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

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。

Based on the survey of 485 consumers with online shopping experience,this paper carried out empirical analysis of consumer response mechanism of online retailers' marketing ethics(ORE) using structural equation modeling. Results showed that ORE-perceived performance positively impacted expected consistency and ORE satisfaction,and ORE expectation negatively impacted expected consistency. Meanwhile,expected consistency positively impacts ORE satisfaction,and ORE satisfaction positively impacted consumer online purchase intention. In terms of the antecedents of ORE-perceived performance and expectation,perceived-ORE selfinterest motive negatively impacted ORE-perceived performance,and perceived-ORE altruistic motive positively impacted ORE-perceived performance. Meanwhile,consumer's ethical consciousness positively impacted ORE expectation,and online store image positively impacted ORE expectation and perceived performance. In addition,multi-group analysis results showed the different influence of gender,age,education degree and online shopping frequency in the different hypothesis path of the model.