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研究生:張秀樺
研究生(外文):Hsiu-Hua Chang
論文名稱(外文):Addressing Consumer Questionable Unethical Behaviors in Retailing: The Dual Impact of Relational Benefits and Corporate Associates
指導教授:盧龍泉盧龍泉引用關係
口試委員:吳萬益黃宗成沈宗奇莊世杰
口試日期:2014-06-06
學位類別:博士
校院名稱:國立中正大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:英文
論文頁數:116
外文關鍵詞:Consumer EthicsRelational BenefitRelationship QualityCorporate Social ResponsibilityCorporate AbilityService QualityCorporate Associates
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This study first aims to develop a suitable scale of consumer ethically questionable behaviors in retailing (CEQBR) for East Asia’s market with good indices of validity and reliability. Further, relational benefits, relationship quality, corporate social responsibility, and corporate ability are considered the predicting factors of consumer (un)ethical decision-making. The mediating role of relationship quality and outcome on the relationship of the antecedents and CEQBR has also been included into the research model. Based on the results, relationship quality and outcome has a positive influence on the four dimensions of CEQBR. Social benefits of relational benefits, special treatment benefits, CSR, and service quality has a direct and indirect impact on consumer satisfaction, commitment, loyalty, and CEQBR. Finally, theoretical contribution and practical implications, which integrate the context of relationship marketing tactics and corporate associates into the model of consumer ethically questionable behaviors, are discussed.
TABLE OF CONTENTS
LIST OF FIGURES………………………………………………………………................ iii
LIST OF TABLES……………………………………………………………….................. iv
ABSTRACT…………………………………………………………………………........... 1
1. INTRODUCTION………………………………………………………………………. 2
1.1 Importance of the Study……………………………………………………………. 2
1.2 Brief Review of Previous Research ………………………………………………... 5
1.3 Literature Deficiency……………………………………………………………….. 8
1.4 Purpose of the Study………………………………………………………………... 11
2. THEORETICAL PERSPECTIVES……………………………………………………… 12
2.1 Business and Consumer Ethics…………………………………………………….. 12
2.1.1 The model of consumer ethical decision making……………………………... 12
2.1.2 Consumer ethical beliefs and behaviors………………………………………. 16
2.2 Relationship Marketing in Service Marketing……………………………………... 17
2.2.1 The tactics of relationship maintenance: Relational benefits ………………... 18
2.2.2 Relationship quality and outcome…………………………………………….. 20
2.3 Corporate Associates: Corporate Social Responsibility and Corporate Ability…... 22
2.3.1 Corporate social responsibility………………………………………………... 23
2.3.2 Corporate ability: Service quality…………………………………………….. 26
3. RESEARCH FRAMEWORK AND HYPOTHESES……………………………………. 29
3.1 Relationship Quality and Outcome and Consumer Ethically Questionable
Behaviors…………………………………………………………………………... 29
3.2 Relational Benefits, Relationship Quality and Outcome, and Consumer
Ethically Questionable Behaviors…………………………………………………. 31
3.3 Corporate Social Responsibility, Relationship Quality and Outcome, and
Consumer Ethically Questionable Behaviors……………………………………... 36
3.4 Corporate Ability and Consumer Ethically Questionable Behaviors……………… 39
3.5 The Interaction Effect of CSR and CA for Consumer Ethically Questionable
Behaviors………………………………………………………………………....... 42
4. SCALE DEVELOPMENT OF CONSUMER QUESTIONABLE UNETHICAL
BEHAVIORS IN RETAILING………………………………………………………….. 44
4.1 Item Generation…………………………………………………………………….. 45
4.2 Pretest………………………………………………………………………………. 49
4.3 Formal Test: Reliability, Convergent and Discriminant validity…………………... 54
4.4 Application of Scale to Causal Modeling………...………………………………... 61
5. RESEARCH MODEL TESTING………………………………………………………... 65
5.1 Measurement……………………………………………………………………….. 65
5.2 Pretest………………………………………………………………………………. 69
5.3 Sample and Procedure……………………………………………………………… 70
5.4 The Reliability, Validity, and Common Method Variance………………………… 72
5.5 The SEM Results of Hypotheses Test……………………………………………... 76
5.6 The Moderated Regression Results of Hypotheses Test...…………………………. 81
6. DISCUSSION……………………………………………………………………………. 84
6.1 Conclusion…………………………………………………………………………. 84
6.2 Theoretical Contribution…...………………………………………………………. 90
6.3 Managerial Implications………...…………………………………………………. 92
6.4 Limitations and Future Research.………………………………………………….. 94
REFERENCES……………………………………………………………………………… 96
Appendix 1 The questionnaire of CEQBR scale development……………………………. 111
Appendix 2 The questionnaire of hypotheses testing……………...………………………. 113



LIST OF FIGURES

Figure 1 The research concept……………………………………………………………... 28
Figure 2 The procedure of scale development of CEQBR………………………………… 45
Figure 3 Interview outline for in-depth interview…………………………………………. 47
Figure 4 Interview outline for focus group interview……………………………………… 48
Figure 5 Modeling CEQBR as a reflective second-order factor…………………………... 60
Figure 6 Scale application to causal modeling…………………………………………….. 62


LIST OF TABLES

Table 1 Results of exploratory factor analysis (pretest)…………………………………… 50
Table 2 Sample characteristics (scale development)………………………………………. 56
Table 3 AVE, Reliability, and discriminant validity (scale development)………….……... 56
Table 4 Measurement model result: confirmatory factor analysis (scale development)…... 57
Table 5 Comparison of various models of CEQBR factors……………………………….. 60
Table 6 Measurement items for causal modeling………………………………………….. 63
Table 7 The results of causal modeling………..…………………………………………... 64
Table 8 Measurement items for research model…………………………………………… 67
Table 9 Reliability analysis of Cronbach’s α for pretest…………………………………... 70
Table 10 Sample characteristics (hypotheses test)………………………………………… 71
Table 11 AVE, Reliability, and discriminant validity (hypotheses test)………………...… 75
Table 12 The SEM results of hypotheses test……………………………………………… 78
Table 13 The moderated regression results of hypotheses test……………………………... 82

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