网络生态视阈下感知网络商业伦理对顾客忠诚的影响

借鉴顾客忠诚的认知－情感－行为模式，针对网络生态系统中出现的伦理问题，探讨顾客感知的网络商业伦理对顾客满意和顾客忠诚的影响。以网络商业伦理研究文献为基础，提出顾客感知网络商业伦理包括：隐私保护、安全保障、销售诚信、交易履行和服务公正。研究结果表明，感知网络商业伦理对顾客满意影响显著，顾客满意对感知网络商业伦理和顾客忠诚起到中介作用。

Study on Influence of Perceived E-Commerce Ethics on Customer Loyalty from Perspective of E-Ecological

According to cognitive-affective-behavior model and the ethics problems in network ecosys-tem,the influence of customer perceived e-commerce ethics on customer satisfaction and customer loyalty was explored.Based on e-commerce ethics research literatures,we put forward customer’s perceived e-commerce ethics which include privacy,security,integrity,fulfillment and service jus-tice.Research results show that perceived e-commerce ethics have significantly influence on customer satisfaction and customer’s satisfaction has intermediary effect on perceived EC ethics and customer loyalty.