Does Relationship Quality Matter in Consumer Ethical Decision Making? Evidence from China
Does Relationship Quality Matter in Consumer Ethical Decision Making? Evidence from China
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DOI：
10.1007/s10551-009-0301-z
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发表时间：
2009-12
影响因子：
6.1
通讯作者：
Zhiqiang Liu;Fue Zeng;Chenting Su
中科院分区：
文献类型：
--
作者：
Zhiqiang Liu;Fue Zeng;Chenting Su
本研究探讨了中国消费者道德信念与消费者不道德行为之间的线性逻辑关系。一个关系的观点有助于填补信念行为的差距，探索关系质量在减少CUBs的调节作用。具体来说，当消费者更容易接受一系列可能被道德原则认为不合适的行为时，他们更有可能从事不道德的行为。然而，当消费者认为他们的不当行为可能会损害与卖方的关系时，他们往往会避免不道德的行为。CEB和关系质量也会联合收割机影响不道德行为。虽然消费者认为根据他们的道德信仰可以接受的不当行为，他们变得不太可能进行的行为，如果他们有一个密切的关系，与卖方。研究结果有助于更好地理解将CEB及其不道德行为联系起来的简单逻辑，并揭示与消费者的密切关系如何有助于遏制CUB。
This study explores the linear logic between consumer ethical beliefs (CEBs) and consumer unethical behavior (CUB) in a Chinese context. A relational view helps fill the belief–behavior gap by exploring the moderating role of relationship quality in reducing CUBs. Specifically, when consumers are more receptive to a set of actions that may be deemed inappropriate by moral principles, they are more likely to engage in unethical behaviors. However, when consumers perceive their misconduct as possibly damaging to the relationship developed with the seller, they tend to refrain from unethical behaviors. CEBs and relationship quality also combine to affect unethical behaviors. Although consumers find the misconduct acceptable according to their ethical beliefs, they become less likely to conduct the behavior if they have a close relationship with the seller. The results contribute to a better understanding of the simplistic logic that connects CEBs and their unethical behaviors and shed light on how close relationships with consumers help contain CUBs.