网络善因营销中消费者伦理感知的维度研究

An Exploratory Study on the Consumer Ethical Perception of the Online Cause-Related Marketing

在互联网时代,善因营销有了新的发展模式——网络善因营销.网络善因营销兼备了商业动机和社会动机,加之网络环境的特殊性,所以往往隐含着许多伦理问题.此研究从价值导向角度出发,针对网络善因营销中消费者的伦理感知维度进行了探索性研究,作者通过与31位消费者进行一对一深度访谈收集了原始文本资料,并运用扎根理论对原始资料依次进行开放性编码、主轴性编码和选择性编码,最终在马克思主义伦理学的基础上构建了由自愿(Voluntary)、安全(Safety)、诚信(Integrity)、利他(Altruism)4个维度组成的消费者伦理感知VSIA概念模型.

In the Internet age,online cause-related marketing is a new model of Cause-related marketing.Online Cause-related marketing has both commercial motivation and social motivation,so it often implies many ethical issues under the particularity of the network environment.From the perspective of value orientation,this study has conducted an exploratory study on the consumer ethical perception of the Online cause-related marketing.Through in-depth interviews with 31 consumers,the first-hand text data has been collected and the grounded theory has been used to sequentially open coding,spindle coding and selective coding,which is based on Marxist Ethics.And then,the study constructs a VSIA conceptual model consisting of four dimensions:voluntary,safety,integrity and altruism.