摘要
本文以消费者非伦理行为为研究主题,集中探讨消费者非伦理行为的形成机理与过程,并通过对71个消费者样本进行深度访谈,透过扎根理论技术构建了消费者非伦理行为形成过程理论。论文最后给出了四条结论,并提供了管理启示。
This paper discusscs the formation mcchanism and dccision making proccss of uncthical consumer bchavior.Based on in-depth intervicws with 71 consumers,we propose a thoory cxplaining how uncthical consumce bchaviors are formed and what decision making proccss is involved in such bchavior.Insights for marketing management arc summarized.
作者
曾伏娥
Zeng Fue(School of Economics and Managcment,Wuhan University)
出处
《营销科学学报（辑刊）》
2006年第4期51-71,共21页
Journal of Marketing Science
关键词
消费者伦理
消费者非伦理行为
形成机理
形成过程
理论构建
Consumer Ethics
Uncthical Consumer Bchavior
Formation Mcchanism
Formation Process
Thcory Construction
