摘要
I
摘要
20 世纪 70 年代企业伦理概念被提出至今，企业的伦理道德问题就一直是学术领域
的研究热点。我国企业在伦理道德方面的建设尚处于起步阶段，企业道德行为失范的现
象仍频发不止，企业的利益相关群体呼吁其规范伦理道德行为，主动承担社会责任。随
着经济发展与收入提高，消费者作为企业重要利益相关者之一，在选择产品、服务方面
的个性化要求不断增强，以消费者为主导的买方市场地位日渐突出。梳理国内外文献研
究发现，消费者对企业的整体评价、企业伦理行为以及生产营销活动等方面的影响都发
挥着关键作用，并且越来越多的消费者倾向选择具有良好伦理道德状况企业的产品与服
务。因此，消费者对企业伦理行为的响应机制以及企业如何通过伦理道德活动构建与消
费者之间的和谐关系，已成为各领域学者和企业管理者共同关注的问题

研究基于消费者的视角，深入剖析企业伦理行为对消费者响应的影响机理，同时探
讨顾客感知价值在企业伦理行为与消费者响应两者之间的中介作用，以及信任倾向的调
节效应，旨在为企业开展伦理活动、提高消费者对企业产品的感知价值、增强消费者积
极的情感和行为响应三个方面提供理论性建议，进而为企业持续保持在市场竞争中的优
势地位提供有益的实践指导。首先，总结国内外相关文献，梳理企业伦理行为、顾客感
知价值与消费者响应之间关系的相关研究，为理论模型的构建奠定基础；其次，构建概
念模型并提出研究假设，并且在借鉴成熟量表的基础上编制并发放调查问卷；再次，运
用统计分析软件 SPSS18.0 和 AMOS20.0 对收集的样本数据依次进行信度与效度检验、
相关性分析、结构方程分析以及交互作用分析，得出以下结论：（1）企业伦理行为中的
消费者关系伦理与回馈社会两个维度对消费者情感响应、行为响应均存在显著的正向影
响；（2）企业伦理行为中的环境保护维度对消费者情感响应存在显著的正向影响；（3）
顾客感知价值对企业伦理行为（三个维度）与消费者响应（两个维度）之间的关系起部
分中介作用；（4）信任倾向正向调节消费者关系伦理对消费者情感响应的影响程度。（5）
信任倾向正向调节环境保护对消费者情感响应的影响程度

针对研究结果，从企业与政府角度提出了相关的管理建议。基于企业视角：（1）强
化伦理意识，主动承担社会责任；（2）确保产品服务质量，提高顾客认同；（3）适度开
展慈善公益，避免适得其反；（4）增强与消费者互动，提升感知价值。从政府角度，提
出应规范伦理制度建设，加强市场监管；推广伦理道德教育，强化消费者环保意识的建
议

关键词：企业伦理行为；消费者响应；顾客感知价值；信任倾向Abstract
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Abstract
Since the 1970s, 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&39;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&39;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&39;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).Abstract
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(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.
Keywords: Business ethics behavior; consumer response; customer perceived value; trust
propensity目 录
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目 录
摘要 ..........I
Abstract........II
目 录..........IV
第一章 绪论........... 1
1.1 问题的提出........... 1
1.1.1 研究背景 .... 1
1.1.2 研究意义 .... 2
1.2 研究思路、方法与技术路线 ..... 2
1.2.1 研究思路 .... 2
1.2.2 技术路线 .... 3
1.2.3 研究方法 .... 3
1.3 研究可能的创新 .. 4
第二章 相关理论与文献综述...... 5
2.1 理论基础...........
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