| 消费者的企业道德风险感知与其行为响应的关系 |
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| 引用本文： | 林娜,李毅.消费者的企业道德风险感知与其行为响应的关系[J].技术经济,2011,30(6):119-124. |
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| 作者姓名： | 林娜 李毅 |
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| 作者单位： | 1. 重庆大学经济与工商管理学院,重庆,400044
2. 四川航天技术研究院,成都,610100 |
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| 摘 要： | 以零售业企业为例,利用通过问卷调查所收集的数据,采用层次回归法,实证研究了消费者的企业道德风险感知与其购买行为之间的关系。研究结果显示:消费者的企业价格道德风险感知对其购买行为具有强烈的负面冲击,而企业促销道德风险感知对其购买行为的影响并不明显;消费者的主观专业知识会显著减弱企业价格道德风险感知和企业促销道德风险感知对消费者购买行为的负面冲击。
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| 关 键 词： | 企业道德 风险感知 购买行为 营销管理 |
Relationship between Risk Perception to Corporate Morality and Behavior Response of Consumer |
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| Lin Na,Li Yi.Relationship between Risk Perception to Corporate Morality and Behavior Response of Consumer[J].Technology Economics,2011,30(6):119-124. |
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| Authors: | Lin Na Li Yi |
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| Institution: | 1.School of Economics and Business Administration,Chongqing University,Chongqing 400044,China;2.Sichuan Academy of Spaceflight Technology,Chengdu 610100,China) |
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| Abstract: | As retail trade,this paper empirically studies the relationship between risk perception to corporate morality of consumer and his behavior response by the hierarchical regression method through the data from questionnaire survey.The result shows as follows：the risk perception to corporate morality on price has negative effects on purchasing behavior of consumer,but the effect of risk perception to corporate morality on promotion on purchasing behavior of consumer is not obvious;the subjective knowledge of consumer helps to decrease significantly these negative effects. |
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| Keywords: | corporate morality risk perception purchasing behavior marketing management |
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