Consumer Response Mechanism of Online Retailers'Marketing Ethical Behaviors —A Theoretical Model and Empirical Test

Based on the survey of 485 consumers with online shopping experience,this paper carried out empirical analysis of consumer response mechanism of online retailers' marketing ethics(ORE) using structural equation modeling. Results showed that ORE-perceived performance positively impacted expected consistency and ORE satisfaction,and ORE expectation negatively impacted expected consistency. Meanwhile,expected consistency positively impacts ORE satisfaction,and ORE satisfaction positively impacted consumer online purchase intention. In terms of the antecedents of ORE-perceived performance and expectation,perceived-ORE self-interest motive negatively impacted ORE-perceived performance,and perceived-ORE altruistic motive positively impacted ORE-perceived performance. Meanwhile,consumer's ethical consciousness positively impacted ORE expectation,and online store image positively impacted ORE expectation and perceived performance. In addition,multi-group analysis results showed the different influence of gender,age,education degree and online shopping frequency in the different hypothesis path of the model.