Under Internet Anonymous behavior, The Research of the Relationship between Product Appreciation and Online Consumer Ethics

• Main Authors: Po-Liang Chen, 陳伯良
• Other Authors: Chien-Yu Chen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/12665965239565335360

碩士 === 大葉大學 === 管理學院碩士在職專班 === 99 === The purpose of this study is to investigate the relationship between product appreciation and consumer unethical behavior, and the moderating effect of anonymity on such a relationship.Of the 512 questionnaires distributed, a total of 415 questionnaires returned. Eliminating 38 invalid questionnaires, which included incomplete or meaningless responses, effective questionnaires totaled 377.We analyzed the data by using hierarchical regression analysis. The result indicates that product appreciation is positively related to consumer unethical behavior. However, the moderating effect of anonymity doesn’t support. Discussion and suggestion for future research are also provided. We hope the findings in this study will be valued scholarly and practically.