Study On The Influence Of Business Ethics Behavior On Consumer Response

Since the 1970 s,business ethics has been put forward,the corporate ethics has become a hot topic of research.In China,the construction and research of business ethics and moral is still in its infancy,the phenomenon of moral abnormality is still frequent,corporate interest groups called for standardizing their ethical behavior,assuming more social responsibility actively.As one of the important stakeholders,the personalized requirement of consumers continue to increase and consumer-oriented buyer's market position has become increasingly prominent with the improvement of economic development and income.It is found in many literatures that consumers have a key influence on the overall evaluation of the enterprise,the attitude towards the business ethical behavior and the marketing activities.And more and more consumers tend to buy products and services with good ethical and moral status of enterprise.Therefore,the response mechanism of the consumer to the business ethical behavior,and how the enterprise constructs the harmonious relationship with the consumers through the ethical activities,establishing the special competitiveness and winning the consumer recognition,has become the common concern problem of the scholar and the enterprise manager in each field.Based on the perspective of consumer perception,this paper deeply analyzes the impact mechanism of business ethics behavior on consumer response,and explores the mediating role of customer perceived value between business ethics behavior and consumer response,and the regulatory effect of trust propensity.The research is used for providing theoretical recommendations about ethical activities for enterprises,improving consumer perception value,enhancing consumer sentiment and behavior response in three areas,and then provide useful guidance for enterprises to maintain the dominant position in the market competition.First,the paper summarizes the relevant literatures at home and abroad,sorts the relationship between business ethics behavior,customer perceived value and consumer response,and it is the foundation for the construction of theoretical model.Secondly,the research constructs the theoretical model and put forwards the hypothesis.The research is based on the analysis of the reliability,validity,correlation analysis,structural equation analysis and interaction analysis.The statistical analysis software SPSS18.0 and AMOS20.0 were used to analyze the following data.The research draws conclusions:(1)There are significant positive effects on the consumer's emotional response and behavior response in the two dimensions of consumer ethics and feedback society under the business ethics.(2)There are significant positive effects on the consumer's emotional response in the dimension of environmental protection under the business ethics.(3)Customer perceived value plays a part of the intermediary role between the business ethics behavior(three dimensions)and consumer response(two dimensions).(4)Trust propensity plays a significant positive regulatory role between the relationship of consumer ethics and consumer emotional response.(5)Trust propensity plays a significant positive regulatory role between the relationship of environmental protection and consumer emotional response.According to the results the paper puts forward some management suggestions for the enterprise at the same time:(1)Strengthening the business ethics consciousness and assuming the social responsibility actively;(2)Ensuring the quality of products and services and improving consumer acceptance;(3)Implementing charity activities moderately to avoid backfire;(4)Strengthening the interacting with customers to improve the perceived value.From the perspective of the government,the government should standardized ethics system construction and strengthen market supervision.And the government should generalize ethical and moral education and strengthen the consumer consciousness of environmental protection.