中国情景下消费者的伦理购买意向研究——基于TPB视角

本文运用大样本问卷调研法,基于TPB视角重点分析消费者的伦理购买决策机制,旨在考察中国情景下影响消费者伦理购买意向的深层次因素。研究结果发现,行为态度、主观规范与感知行为控制会显著影响消费者的伦理购买行为意向,其中主观规范是购买意向最有影响的预测变量,表明中国情景下消费者在进行伦理购买决策时更倾向于遵从社会规范的影响;进一步感知行为控制不仅直接显著作用于伦理购买意向,还通过行为态度对伦理购买意向产生间接的重要影响,表明在中国情景下如何真正提高消费者伦理购物时的感知行为控制程度是企业实施伦理营销时面临的关键性问题。总体而言,本文结果表明,修正后的计划行为理论对中国情景下消费者的伦理购买意向能够进行有效地解释与预测,说明计划行为理论具有良好的跨文化适应性。最后,本文为中国企业伦理营销战略的实施提供重要建议。

Consumers' Ethical Purchasing Intention in Chinese Context: Based on TPB Perspective

This article mainly investigates the influence mechanism of consumers’ ethical purchase intention based on TPB perspective,aiming to explain and predict consumers’ ethical purchase intention in Chinese context.The main conclusions are as follows:firstly,in Chinese context,non-intent control factors have significant influ-ence on ethical purchase attitude and behavioral intention;Secondly,the influence of consumers’ personal factors,including attitude toward behaviors and perceived behavioral control,on ethical purchase intention is weaker than social factors in general;Thirdly,subjective norm factors in consumers’ ethical shopping include "motivation to comply" and "group norm",among which "motivation to comply" significantly influence the attitude toward behaviors,while the influence on the behavioral intention is not significant;the influence of "group norm" on the attitude toward behaviors is not significant,but to behavioral intention is significantly positive;Fourthly,perceived behavioral control includes "control faith" and "convenience perception",the results showed that both factors have significant impact on attitude toward behaviors and behavioral intention;Fifthly,overall,this research shows that compared to the TRA,TPB is more suitable to explain Chinese situation which background in Confucian culture,indicating that this theory has good cross-cultural adaptability.In following,the article provides us with much insightful enlightenments for enterprises as to how to be more initiative at ethical marketing activities,and to implement ethical marketing strategy more purposefully:Firstly,firms should pay attention to consumers’ demand of face in ethical marketing.Findings found that group norm has significant positive effect on ethical purchase intention,thus firms should attach importance to influence of interpersonal interactions and public effects on consumers’ ethical shopping.Secondly,firms should be concerned about ethical word-of-mouth marketing,and actively implement correct product image spokesperson strategy.Chinese consumers have a strong following psychology,findings found that motivation to comply has significantly positive effect on attitude toward ethical shopping behavior;enterprises thus can actively use product’s spokesperson in marketing strategy to lead a new ethical consumption fashion.Thirdly,enterprises should strengthen strategic man-agement of ethical issues.Results found that an important reason for some consumers responding nothing to enterprise’s ethical activity,is that consumers have certain "selective ethics" feature,because consumers seldom pay attention to ethical issues those don’t have direct impact on them.Therefore,enterprises should strengthen strategic management,they can establish a mechanism of analysis and assessment on the ethical issues internally,aiming to fully help themselves identify ethical issues and rank them according to their importance to discover what sort of issues are really concerned by consumers.Fourthly,enterprises should pay attention to disclosure of social responsibility report/information.In reality,consumers really need more information to make better ethical judgment.If consumers have considered ethical factors in making buying decisions,they need to compare ethical behaviors and products of different enterprises more easily.Therefore,if an enterprise can periodically release social responsibility information/report to the public,it will reduce consumers’ cost of identifying information,thus help consumers make correct ethical judgment.