Addressing Consumer Questionable Unethical Behaviors in Retailing: The Dual Impact of Relational Benefits and Corporate Associates

Addressing Consumer Questionable Unethical Behaviors in Retailing: The Dual Impact of Relational Benefits and Corporate Associates

張秀樺(Hsiu-Hua Chang)

指導教授 ： 盧龍泉

國立中正大學/管理學院/企業管理學系/博士(2014年)

並列摘要

This study first aims to develop a suitable scale of consumer ethically questionable behaviors in retailing (CEQBR) for East Asia’s market with good indices of validity and reliability. Further, relational benefits, relationship quality, corporate social responsibility, and corporate ability are considered the predicting factors of consumer (un)ethical decision-making. The mediating role of relationship quality and outcome on the relationship of the antecedents and CEQBR has also been included into the research model. Based on the results, relationship quality and outcome has a positive influence on the four dimensions of CEQBR. Social benefits of relational benefits, special treatment benefits, CSR, and service quality has a direct and indirect impact on consumer satisfaction, commitment, loyalty, and CEQBR. Finally, theoretical contribution and practical implications, which integrate the context of relationship marketing tactics and corporate associates into the model of consumer ethically questionable behaviors, are discussed.

並列關鍵字

Corporate Ability ； Corporate Social Responsibility ； Relationship Quality ； Relational Benefit ； Consumer Ethics ； Service Quality ； Corporate Associates

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