在线零售商道德性营销决策:前因、结果及调节机制

发布时间：2018-05-20 14:48

本文选题：在线零售商 + 营销道德　；参考：《兰州学刊》2015年04期

【摘要】：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。
[Abstract]:The moral anomie caused by online retail marketing activities damages the interests of consumers and society and restricts the efficiency of virtual market and the promotion of the competitiveness of online retail enterprises. However, there is still a lack of systematic research on the causes and consequences of online retailers' marketing moral anomie. Based on literature review and interview research, this paper constructs a model of antecedents, results and regulatory mechanisms of ethical marketing decisions of online retailers, and makes an empirical analysis through questionnaire data. The results show that institutional pressure, consumer self-protection, online shopping technology environment, ethical leadership, quality of staff-customer relationship, and organizational moral atmosphere have a positive impact on ethical marketing decisions of online retailers. Online retailers' ethical marketing decisions have a positive impact on marketing performance. Furthermore, the role of online retailer features in regulating the antecedents and outcomes of ethical marketing decisions is supported to a certain extent.
【作者单位】：华东交通大学经济管理学院;
【基金】：国家自然科学基金项目“在线零售企业社会责任研究:测量维度、影响因素及消费者响应机制”(项目编号:71362002);国家自然科学基金项目“制度视角下企业社会责任行为选择与利益回报机制研究”(项目编号:71362001);国家自然科学基金项目“消费者—企业家品牌依恋:测量维度、影响因素及作用机理”(项目编号:71362003) 教育部人文社会科学研究青年基金项目“B2C情境下在线零售商营销道德行为的消费者响应及其治理研究”(项目编号:13YJC630130)
【分类号】：F724.6;F724.2

【参考文献】