Empirical Research Intent Of Enterprise Marketing Ethics For Consumers

With the development of productive forces， technological innovation isincreasingly accelerated，the product life cycle shows a trend of shortening，and themarket competition is more and more intensified. How to create and maintain thesustainable competitive advantage and get consumer recognition has become animportant issue faced by firms. China is in the process of economic transitionand themarket economic system is not perfect.Enterprises blindly pursue the short-termprofitsin the process of operation，the level of business philosophy and marketingethicslags far behind the needs of economic development，the phenomenon ofmarketing moral anomie occur frequently.It is easy to cause the crisis of consumertrust. At the same time, due to the incompleteness of market information，consumersrecognize those who follow the marketing ethics and also show a more positivepurchase intention to the products and services for these enterprises.Theconsumersact as the most important stakeholders，and they use currency ballots tosupport the enterprise that who follow the marketing ethics. They boycott theenterprise of marketing ethics anomie，the demand of consumer for corporatemarketing ethics become the internal driving force for the development ofenterprises.The environment which the enterprise faces is more complicated anddynamic. The competitive advantage of a company is not only constrained by itsresource base and technical support.the factors which demonstrated the soft power，such as the enterprise marketing ethics and the resulting corporate reputation andconsumer recognition，has gradually become the main source of differentiationcompetitive advantage.Marketing Ethics as the main path to build soft power, hasalso become an important part of the enterprise to gain consumer recognition andcreated sustainable competitive advantage. It is essential for long-term developmentof the enterprise.As a result，the study of enterprise marketing ethics influence onconsumer purchase intention is of important theoretical and practical significance. The literatures about the relationship between the corporate marketing ethics andpurchase intention，suggest that the consumers prefer to recognize the enterprise thatfollow the marketing ethics. The moral standard of corporate marketing has asignificant impact on consumer purchase intention. Some of the literatures throughthe empirical study confirmed that corporate reputation and consumer identity directeffects on consumer purchase intention. The literatures about the research ofenterprise marketing ethics confirmed that the enterprise marketing ethics level candirectly affect the enterprise’s reputation and consumers to enterprise’s identity. Thescholars at home and abroad have developed the corresponding scale which in viewof the enterprise marketing ethics，consumer purchase intentions，corporate reputationand consumer identification. However， most of the existing research put theconsumers in developed countries as the subject.It failed to fully discuss the effectsof the differences between differences in social and cultural background and differentstages of economic development of the relationship between the two. It failed to fullydiscuss the impact of the differences of social and cultural background and stage ofeconomic development on the relationship between the two. In addition，the existingstudies that about the enterprise marketing ethics and purchase intention relationshipfocus on the theoretical analysis and qualitative research. There isn’t much empiricalliterature. Moreover，the existing empirical researches focus on two modes ofanalysis. One is the analysis of the direct impact of enterprise marketing ethics onconsumers’ purchase intention，the other is the corporate image as an intermediaryvariable analysis of the relationship among the corporate marketing ethics，corporateimage and consumer purchase intention.This article is based on marketing theory，business ethics and therelated concepts，integrated use of the outcome of social identity theory，asymmetric information，transaction costs and other aspects，fusion of the researches scholars both at home andabroad which about the field of marketing ethics and consumer purchase intention. Itis based on the existing scale and model，with consumer identity and corporatereputation as intermediary variables，to build a conceptual model which contains theenterprise marketing ethics， corporate reputation， consumer identification and consumer purchase intention. This paper used the research methods such assemi-structured interview， questionnaire survey(granting500questionnairesaltogetherand428copies were recovered). And an empirical test of the built modelhypothesized relationships between related concepts through structural equationmodeling analysis using SPSS18.0，AMOS17.0software.It attempts to explore theinternal mechanism of enterprise marketing ethics impact on consumer purchaseintention.The results show that the enterprise marketing ethics directly have the positiveinfluence on consumer purchase intentions. And the good corporate reputation andcustomer-company identification have an indirect positive effect on consumerpurchase intention. Moreover，the strength of the indirect effect is much greater thanthe direct one. The corporate reputation and customer-company identification are themediating variables that enterprise marketing ethics influence on the consumerpurchase intention.