The Effect Of Consumer Perceptions Of Ethics On Purchase Intention In Online Group-buying

Group-buying online is a new business model that combines online information and offline experience,which makes the internet become the foreground of offline transactions.Group-buying online is more in line with shopping needs of younger consumers.Statistics show that until April 2015,the country group-buying market turnover is 14.39 billion yuan,and the number of participants group-buying is about 220 million.Behind the group-buying industry's rapid development,there are many ethical issues.Low levels of group-buying site integrity,fraud,poor quality of product of service,and the high proportion of consumer complaints.Buying online market frequent moral anomie lead consumers to become "mob" and to low viscosity.Therefore,from the consumer' view,it's an important problem whether sites and provider's ethics issues would affect their buying willingness or not,which is the most concerned about focus for academia and business.In online group-buying market transactions,consumers have a dual identity: website user and buyer,consequently consumers' purchase intention may not only be affected by the behavior of websites,but also by the behavior of sellers.Follow consumer responsing to corporate ethics process,distinguishing the ethical behavior of websites and sellers,this study explores the influence of consumer perceived ethics regarding websites and sellers on consumer purchase intention,and also analyzes the moderating role of satisfaction between the perception of ethics and purchase intention.By professional questionnaire collection platforms,empirical research collect 273 questionnaire,which have group-buying experience consumer as study group.The excluding incomplete questionnaires,and the remaining232 valid questionnaires.Applying AMOS19.0 use SPSS19.0 statistical software for analysising and processing data,for example the sample data descriptive statistical analysis,reliability and validity analysis,path coefficients model fit test and validate the model between variables analysis.Final conclusions show that,firstly,compared with information quality of grouping-buying website and after-sales service of grouping-buying website,consumers are more likely to refer to website security privacy to evaluate websites' ethics;sellers' service quality has significant influence on consumer perception of sellers' ethics.Secondly,the results also show consumer perceived websites and sellers' ethics indirectly affect purchase intention through the satisfaction of websites and sellers;while satisfaction plays an entirely moderating role in consumer perception ethics and purchase intention.Thirdly,the study indicates satisfactions with website and sellers have positive influences on purchase intention,while consumer satisfaction with sellers plays a more important role.Finally,from the national legal system,industry standards,websites and businesses self-regulation and consumer rights four aspects,put forward some management advices to change website and business' s unethical behavior.