The Role Of Yi-Li Value In Consumers' Unethical Behavior Decision-Making

As the main participants in market transactions,the influence of consumers has gone deep into some situations such as manufacture and sales of product.In particular,with the rapid development of the national economy,the role of consumers is being more and more important in expanding domestic demand and promoting the upgrading of economic growth structure.In the era of multi-cultural integration,consumers' choice of values is gradually diversified.Under the guidance of such values as money worship,hedonism and utilitarianism,many consumers fail to correctly view the relationship between Yi and Li,so as to choose those unethical behaviors.Nowadays,there are abundant researches on the influence of values on consumer behavior decision-making.Yet,the content of Yi and Li from the perspective of consumers and its role in individual ethical decision-making has not been revealed clearly.To reveal the mechanism of "Yi" orientation and "Li" orientation influencing the decision-making of unethical consumption behavior,interview survey,questionnaire survey,One-way ANOVA,Regressive Analysis,Path Analysis are used synthetically in this study,and research contents include: 1)the composition of consumer's "Yi" and "Li" orientation;2)to develop the scales of consumer "Yi" orientation and "Li" orientation;3)the difference of diverse consumers segmented from their “Yi” and “Li” orientation in ethical judgments and unethical behavior intentions;4)the effect of "Yi" orientation and "Li" orientation impact unethical consumption behavior intentions;5)the mediating effect of ethical judgment between " Yi " orientation," Li " orientation and unethical consumption behavior intention.It results that: 1)"Yi" orientation includes three dimensions: "responsibility","fairness and justice" and "devotion to public welfare";"Li" orientation also includes three dimensions: "pursuing profit in nature","pursuing profit in interpersonal communication" and "pursuing profit in work";2)consumer's ethical judgment level in the context of unethical consumption is positively correlated with his or her "Yi" orientation and the three sub-dimensions,while the behavioral intention is negatively correlated with them;3)the level of ethical judgment has a significant negative correlation with "Li" orientation and all its sub-dimensions,while the behavioral intention has a significant positive correlation with consumers' "Li" orientation and two dimensions,"pursuing profit in interpersonal communication" and "pursuing profit in work".The dimension of "pursuing profit in nature" has no significant influence on behavioral intention;4)ethical judgment can mediates the effect of consumers' "Yi" orientation and "Li" orientation on their unethical behavioral intention.Herein,the higher the "Yi" orientation is,the higher the ethical judgment level is,and the lower the behavioral intention is.The higher the "Li" orientation is,the lower the ethical judgment level is,and the higher the behavioral intention is;5)subgroups of consumers with high "Yi" orientation and low "Li" orientation have a higher level of ethical judgment and lower behavioral intention,while those with low "Yi" orientation and high "Li" orientation is conversed.The above conclusions have important implications for management practices.As far as market regulators are concerned,it is necessary to clarify the traditional value standards and vigorously advocate the "Yi" orientation including "responsibility","fairness and justice" and "devotion to public welfare",which not only is helpful to the formation of a harmonious society,but also can promote the good operation of the economic market;Regard to enterprises,marketers should pay more attention to show the "Yi" of the company,undertake social responsibilities actively,and transmit the corporate value of "responsible" and "accountable" to consumers,so as to shorten the psychological distance from consumers;consumers should develop a good view of Yi and Li,and correctly treat the relationship between "Yi" and "Li",so as to reduce their willingness to engage in unethical behavior.