【作者】 刘汝萍； 马钦海； 范广伟； 李艺；

【Author】 Liu Ru-Ping;Ma Qin-Hai;Fan Guang-Wei;Li Yi;School of Business Administration ,Northeastern University;

【机构】 东北大学工商管理学院；

【摘要】 本文以中国沈阳地区284位消费者为样本,通过实证来分析消费者的道德信念状态以及人口统计变量对道德信念的影响。研究表明,对于给定情景中的道德问题,中国消费者并不和已有研究中其他国家的消费者使用完全相同的原则来进行判断。中国消费者将问题行为归入被动获利维度,或者无伤害行为维度,并且不认为这类行为是错误的,这也许是大量问题行为在各行业普遍存在的原因。研究还发现消费者环保意识不强,持中立态度。职业、教育程度和性别对消费者道德信念有显著影响。建议企业从道德视角对顾客进行细分,采取相应的策略减少消费者的不道德行为。更多还原

【Abstract】 Involving a sample of 284 consumers in Shenyang,this paper explores the consumer’s ethical beliefs and the impact of demographic factors on their ethical beliefs.The result shows that for a given case,the rules of ethicality applied well to many foreign consumers in previous studies do not turn out true in China.Chinese consumers classify the questionable action into passively benefiting dimension and no harm action dimension and don’t believe such behaviors are wrong.This may explain why so many questionable action are widespread in different industry.The result also indicates that consumers’ environmental awareness is not strong.and occupation,education and gender have significant effect on their ethical beliefs.This paper suggests that the enterprises can segment the consumers from ethical perspective and take measures to decrease their unethical behaviors.更多还原