西北大学学报：哲学社会科学版
西北大學學報：哲學社會科學版
서북대학학보：철학사회과학판
Journal of Northwest University(Philosophy and Social Sciences Edition)
2015年
3期
50~58
,共null页
营销道德 品牌关系质量 顾客行为意向 实证研究
營銷道德 品牌關繫質量 顧客行為意嚮 實證研究
영소도덕 품패관계질량 고객행위의향 실증연구
marketing morality ; brand relationship quality; customer behavior intention ; empirical study
有关营销道德的研究已有很多，而对营销道德与顾客行为意向之间关系的研究却不足。通过对311位消费者的问卷调查，探讨了营销道德对顾客行为意向的影响机制，尤其是研究品牌关系质量在其中的中介作用。研究结果发现：营销道德对顾客行为意向有显著影响；品牌关系质量及其维度（满意、信任、承诺）都在营销道德与顾客行为意向之间起部分中介作用。
有關營銷道德的研究已有很多，而對營銷道德與顧客行為意嚮之間關繫的研究卻不足。通過對311位消費者的問捲調查，探討瞭營銷道德對顧客行為意嚮的影響機製，尤其是研究品牌關繫質量在其中的中介作用。研究結果髮現：營銷道德對顧客行為意嚮有顯著影響；品牌關繫質量及其維度（滿意、信任、承諾）都在營銷道德與顧客行為意嚮之間起部分中介作用。
유관영소도덕적연구이유흔다，이대영소도덕여고객행위의향지간관계적연구각불족。통과대311위소비자적문권조사，탐토료영소도덕대고객행위의향적영향궤제，우기시연구품패관계질량재기중적중개작용。연구결과발현：영소도덕대고객행위의향유현저영향；품패관계질량급기유도（만의、신임、승낙）도재영소도덕여고객행위의향지간기부분중개작용。
There have been many studies on marketing ethics, but insufficient is the research on the relation- ship between marketing ethics and customer behavior intention. Through the answers to the questionnaires of 31 l consumers, we have explored the mechanism of the impact of marketing ethics on customer behavior inten- tion, and particularly studied the intermediary function of brand relationship quality. The results of the study show that marketing ethics has a significant impact on customer behavior intention, and that brand relationship quality and its dimensions（ satisfaction, trust, commitment）partial mediate the two factors mentioned above. Finally, the author discusses the theoretical and practical significance, and points out the deficiency of the research and the future research direction.
