Study Of Business Ethnic’s Impact On Consumer’s Repeat Purchase Intention

As our national economy grows, there has been an increase in market activities.Although most of them contributed to national wealth and strength, greatly expandedconsumer choice and level of service, a few did turn out to be unethical in nature. Thoseunethical dealings not only impinged on consumers rights, but also undermined consumer’strust of the Market that could lead to dampened purchasing desire. In the end, a businesswill be hurt just as much as consumers. So what the ethical implications of some businesspractices? How could they influence repeating customer’s shopping behavior? In what wayand to what degree? This article uses the much talked-about Diary industry as a case study.This author takes on the perspective of a consumer, tries construct a model that couldexplain how the ethical aspect of business practices would influence the likelihood ofrepeated purchases.During the research for this article, the author referenced numerous sources all overthe world. Based on the analysis of relevant articles, this paper constructs a model that usesconsumer satisfaction as a intermediate variable to connect sales ethics, level of consumersatisfaction and consumer repeat purchase intention. The author put empirical data througha SPSS19statistical program in order to under stand the interrelations among all threevariables. The core of this article consists of the follow four areas:(1) Literature review: to define and demarcate the three key concepts: Sales Ethics,Consumer Satisfaction and Consumer Repeat Purchase Intention.(2) Model construction: propose hypothesis based on a model that encompasses theaforementioned three concepts.(3) Drawing conclusion: validate survey results(4) Proposing solution: faced with the lack of trust or confidence with the nation’s dairyindustry, the author highlights the need of improved ethical sales practices by the industry.