基于消费者感知的企业伦理行为与消费者响应分析

An Analysis of Business Ethics Behavior and Consumer Response based on Consumer Perception

基于消费者感知的视角,本文运用统计分析软件SPSS18.0和AMOS20.0对收集到的数据进行检验,探讨顾客感知价值在企业伦理行为与消费者响应之间的中介作用,以及消费者信任的调节效应。研究结果表明:企业伦理行为的消费者关系伦理与回馈社会对消费者情感响应、行为响应存在显著的正向影响,企业伦理行为的环境保护维度对消费者情感响应存在显著的正向影响,顾客感知价值在企业伦理行为与消费者响应之间起部分中介作用,消费者信任在消费者关系伦理、环境保护与消费者情感响应之间具有显著的正向调节作用。以上结论旨在为企业开展伦理活动、提高消费者对企业的感知价值以及增强消费者响应提供理论参考。

Using the statistical analysis software SPSS18. 0 and AMOS20. 0,this paper deeply tests the collected data from the perspective of consumer perception,and explores the mediating role of customer perceived value between business ethics behavior and consumer response,and the regulatory effect of consumer trust. The research shows consumer ethics and feedback society under the business ethics have significantly positive effects on consumer＇s emotional response and behavior response,environmental protection under the business ethics has significantly positive effects on consumer＇s emotional response,customer perceived value plays a part of the intermediary role between the business ethics behavior and consumer response,and consumer trust plays a significantly positive regulatory role between the relationship of consumer ethics,environmental protection and consumer emotional response. The above conclusions can provide some theoretic references for enterprises to carry out ethical activities,improve consumer perceived value,and enhance consumer response.