技术经济
技術經濟
기술경제
Technology Economics
2015年
1期
117~124
,共null页
道德决策 自我监控 B2C模式 Hunt-Vitell模型
道德決策 自我鑑控 B2C模式 Hunt-Vitell模型
도덕결책 자아감공 B2C모식 Hunt-Vitell모형
ethical decision-making; self-monitoring ; B2C mode ; Hunt Vitell model
将自我监控作为调节变量引入Hunt-Vitell模型,深入探讨了B2C模式下消费者的道德决策过程。研究结果表明:中国消费者进行目的评估时更注重自身利益,会整合道德、目的两方面的评估来形成道德判断,其行为意愿受道德判断和目的评估的双重影响;自我监控在非道德方案中具有显著的负向调节效应。
將自我鑑控作為調節變量引入Hunt-Vitell模型,深入探討瞭B2C模式下消費者的道德決策過程。研究結果錶明:中國消費者進行目的評估時更註重自身利益,會整閤道德、目的兩方麵的評估來形成道德判斷,其行為意願受道德判斷和目的評估的雙重影響;自我鑑控在非道德方案中具有顯著的負嚮調節效應。
장자아감공작위조절변량인입Hunt-Vitell모형,심입탐토료B2C모식하소비자적도덕결책과정。연구결과표명:중국소비자진행목적평고시경주중자신이익,회정합도덕、목적량방면적평고래형성도덕판단,기행위의원수도덕판단화목적평고적쌍중영향;자아감공재비도덕방안중구유현저적부향조절효응。
Based on the general theory of marketing ethics(Hunt-Vitell model) and self-monitoring theory, this paper introduces a new modera ting variable,namely selbmonitoring into the investigation of consumer's decision-making process in B2C e-commerce mode. The results show as follows:Chinese consumers lay more emphasis on self-interests when arriving at their teleological evaluation,and integrate deontological evalua tion and teleological evaluation to form their ethical judgment;behavioral intention is a function of ethical judgment and teleological evaluation; self monitoring is proved to be a negative moderator in unethical alternative.