A Study On The Impact Of Perceived Moral Risk On Consumer's Behavior

As an essential participant in the daily life of consumer, rational Retail Market determines the healthy, consistent and steady development of consumer's daily life. Thus analyzing the consumer perception of risk in Retail Marketing Ethic, and relationships between customer satisfactions, trust and customer loyalty are important to study the behavior patterns of Retail and to protect the rights and interests of customer. There is a ubiquitous uncertainty for any purchases, namely risk. In the shopping process, customer and the Retailers in the information asymmetry between the two locations, so customers have to face various risks and produce different risk perception. At the same time, customers will get the signal of risk perception and assessment based on themselves or others, which affect their assessment on production or service, the purchasing decision and behavior. Thus the relationship between Retailers'business ethic and customer behavior is a major issue in Marketing Management.According to the research framework of Customer Behavior and Business Ethics, this dissertation, through the"Perception of Risk in Business Ethic","Consumer Expertise", is in research how to affect customer's satisfaction, trust and loyalty and find that the issue of Chinese Retail Marketing ethic that different customers have different perception on business ethics. Based on the model of customer perception of risk in retailer marketing ethic, as the reference we can give some suggestions for the Marketing strategy that Retailers made. The main structure of this dissertation is as followed: Chapter 1 introduces the research goals and significance, research ideas and the main structure, as well as research methods and technology roadmap; Chapter 2 mainly reviews the conception of Risk Perception of Business Ethic, Customer Behavior and Subjective Knowledge; Chapter 3 analyze statistical data from survey, and find the relationships between variables used the methods of ANOVA, Two-factor analysis of variance and Structural equation model, and uses Logistic regression model to analyze the influence factors which affect the Risk Perception of Business Ethic, then give the conclusions from the Empirical results; Chapter 5 makes the suggestion on Retailer's Marketing strategy and protect the rights of customer since the Retail Marketing should be perfected and Specification.