Research On The Mechanism That Business Ethics Has On Purchase Intention From Consumers’ Perspective

With the scale of the enterprise and economic strength growing, the public arealso gradually increasing attention to business ethics. The corporate continuously needto recur to the business ethics to build relationship to achieve the competitiveadvantage. So, the importance of business ethics is increasingly highlighted. Ourcountry is being on the social transition at present, the situation of moral anomie is soserious that there are growing calls here to require companies to be ethical fromstakeholders. Hence, how to build the Harmonious connection between the companiesand stakeholders has become a common issue for scholars and enterprisersThis paper mainly researched the mechanism of business ethics on purchaseintention from consumer’s psychological perception. In order to complete andunderstand the whole effect mechanism better, we analyzed reputation, as a kind ofconsumer’s perception was drawn into the research mechanism and we tried toexplore its mediate function. Furthermore, we analyzed consumer business ethicsSupport, as a kind of individual characteristics, and tried to explore its regulationfunction. Moreover, it could help managers have better moral construction. Firstly, weconsulted a number of internal and external literatures about the four variables.Secondly, we established measuring scales for these four variables. We used charityactivities、protection of consumer rights and protection of environment to measurebusiness ethics，and analyzed the influence and the relationships among the fourvariables. At last, we did a lot of questionnaire survey and deal with the data receivedto prove the relationship among the four variables.The conclusion of this study as follows: From the Consumer’s perspective,business ethics have positive influence on corporate reputation affective componentand consumer’s purchase intention, while only charity activities and the protection ofconsumer rights have positive influence on corporate reputation cognitive component;corporate reputation have positive influence on consumer’s purchase intention;corporate reputation serves as a part of intermediary in the influences of the business ethics on consumer’s purchase intention and consumer business ethics Support haveregulate the relationship between business ethics and corporate reputation, businessethics and purchase intention at certain extent.This paper’s limitations might be that our range of questionnaire survey was toonarrow; the quality of measuring scales was not very high; we didn’t dodemonstration based on the classification of price、Moral Identity and value andmembers who were investigated were subjective in finishing the questionnaire. Futureresearch could be expanded in three directions: firstly, we can consider with theclassification of price、Moral Identity and value to understand the relationship amongbusiness ethics, Corporate Reputation, purchase intention better; secondly, we mayadd some visual angles to study further.