CAJ | 학술논문

在线零售营销活动引起的道德失范问题损害了消费者及社会利益,制约了虚拟市场运行效率和网络零售企业竞争力的提升。然而,学界关于在线零售商营销道德失范的成因及后果仍缺乏系统、深入研究。基于文献回顾和访谈研究,构建了在线零售商道德性营销决策的前因、结果及调节机制模型,并通过问卷调查数据进行实证分析。结果表明,制度压力、消费者自我保护、网购技术环境、伦理型领导、员工-顾客关系质量、组织道德氛围对在线零售商道德性营销决策有积极影响,在线零售商道德性营销决策对营销绩效有积极影响。并且,在线零售商特征对道德性营销决策的前因及结果的调节作用也得到一定程度支持。
재선령수영소활동인기적도덕실범문제손해료소비자급사회이익,제약료허의시장운행효솔화망락령수기업경쟁력적제승。연이,학계관우재선령수상영소도덕실범적성인급후과잉결핍계통、심입연구。기우문헌회고화방담연구,구건료재선령수상도덕성영소결책적전인、결과급조절궤제모형,병통과문권조사수거진행실증분석。결과표명,제도압력、소비자자아보호、망구기술배경、윤리형령도、원공-고객관계질량、조직도덕분위대재선령수상도덕성영소결책유적겁영향,재선령수상도덕성영소결책대영소적효유적겁영향。병차,재선령수상특정대도덕성영소결책적전인급결과적조절작용야득도일정정도지지。
The marketing ethics anomie of online retailer harms the interests of consumers and society,and restricts the operation efficiency of virtual market and the competitiveness of online retailing enterprises. However,the causes and consequence of marketing ethics anomie of online retailer have been lacking of further research. Hence,based on literature review and interview research,this paper builds a model about the antecedents,consequence and moderating mechanism of online retailer＇s ethical marketing decisions. The empirical results show that institution pressure,consumer self- protection,cyber technology environment,ethical leadership,staff- customer relationship quality,organizational ethical climate impact positively online retailer ＇s ethical marketing decisions,and online retailer＇s ethical marketing decisions impact positively marketing performance. Furthermore,the moderating role of online retailer characteristics in the model is also supported in a certain degree.