Research On The Influence Mechanism Of Internet Anonymity On The Formation Of Non-ethical Consumer Behavior

Business ethics is closely related to transaction fairness,market stability and reasonable allocation of resources.Due to the weak position of consumers in information,sellers' business ethics issues have received more attention.At the same time,buyer ethical issues are often overlooked.With the development of the network economy,a network environment with an anonymous nature promotes non-ethical behavior.This phenomenon is not only manifested in the unscrupulous sales of merchants,but also in the untrustworthy and non-ethical consumption of consumers.At present,researches on network behavior bias rarely focus on the consumer sector and researches on business ethics also pay little attention to consumer ethics.Therefore,based on the consumer ethical decision-making process,this paper explores the impact mechanism of network anonymity on the formation of consumer non-ethical behavior,and accordingly proposes measures to reduce the non-ethical behavior of consumers in the network environment.This paper has the theoretical significance of expanding existing research and has the practical role of optimizing the market environment.This paper combines theory with empirical evidence and explores the impact of online anonymity on the formation of consumer non-ethical behavior based on consumer ethical decision-making theory.Firstly,this paper defines the network anonymity and consumer non-ethical behavior,expounds the process of consumer ethical decision-making,and clarifies the ethical decision-making path of “cognition-judgment-willing-behavior”.Then,this paper analyzes the causes and processes of the formation of consumer non-ethical behaviors in the network anonymity environment,and clarifies that the “judgment” stage is the key stage of consumer non-ethical decision-making.In the "judgment" stage,ethical beliefs are the key indicators of ethical judgment,and consumer perceived risk is a key element of utilitarian judgment.Network anonymity has an impact on ethical beliefs and perceived risks.Then,based on theoretical analysis,this paper proposes a research model and proposes hypotheses.Then,this paper designs questionnaires,conducts empirical research,and uses relevant mathematical statistics methods and tools,such as SPSS20.0 and AMOS24.0 software to analyze the formal research samples and verify the relationship between variables.Finally,this paper proposes measures to reduce the non-ethical behavior of consumers in the network environment.The empirical results show that:(1)Network anonymity will reduce consumer ethical beliefs and perceived risks of non-ethical behavior;(2)Consumer ethical beliefs and consumer perceived risk negatively affect consumers' willingness to act unethically;(3)Consumer ethical beliefs and consumer perceived risks play a full mediating role in the relationship between network anonymity and consumer's non-ethical behavioral willingness.Consumer ethics beliefs show a stronger mediating role;(4)Regardless of the degree of network anonymity,the perceived risk of consumers with more experience is always lower.In other words,because the perceived risk is smaller,consumers with more behavioral experience have stronger willingness to conduct non-ethical behavior.According to the results of empirical research,this paper proposes measures from three perspectives(consumer perceived risk,consumer ethical belief and consumer non-ethical behavioral experience)to reduce consumer non-ethical behavior.