消费者对网络零售商的伦理感知及其影响研究

被引：3

作者：

唐建生

孙芳璐

机构：

[1] 天津大学

来源：

东北农业大学学报(社会科学版) | 2015年 / 13卷 / 03期

关键词：

网络伦理; 信任; 感知风险; 购买意愿;

D O I：

暂无

中图分类号：

F713.55 [商业心理学、市场心理学]; F724.6 [电子贸易、网上贸易];

学科分类号：

040203 ; 1201 ;

摘要：

从消费者角度考查B2C网络零售商伦理问题及其后续影响,建立消费者对B2C网络零售商的伦理感知与网站信任、感知风险和购买意愿的关系模型,通过实证研究发现B2C网站的伦理水平对消费者信任和购买意愿均具有正向显著联系,且与感知风险具有负相关关系,消费者对网站的信任能够增强购买意愿和降低感知风险。将伦理感知与消费者行为相结合,弥补相关领域研究不足,启示B2C零售商重视伦理行为,提升消费者伦理评价。

引用

页码：1 / 7

页数：7

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