经验在非伦理消费行为决策中的作用机制研究：中国环境下的实证

Under Chinese background, this research plans to take good use of several methods like In-Depth-Interview, Questionnaire Survey and Experimental Research, to explore the mechanism of experience influencing consumer's unethical behavior decision-making. Research contents include in detailed: (1) the psychological process of experience impacting consumer's unethical behavior decision-making; (2) the effect of variables related to moral issue, consumer's morality, cultural orientation and social rewards-punishments system moderating the psychological process; (3) the function of experience in consumer's unethical behavior decision-making compared across various providers of experience, especially checking the function of direct experience in the independent recidivism of consumer's unethical behaivor, that of other individual experience in the interpersonal transmitting of consumer's unethical behavior, and that of group experience in group anomie of consumer's unethical behavior; (4) the value of time in the effect of expeirence influencing consumer's unethical behavior decision-making. The significance of this study containes: (1) highlighting the distinctive function of experience in consumer's unethical behaivor decision-making, adding a new experience-based view to discover how consumer's unethical behavior comes into being and contributing important core contents for the theory of consumer ethics; (2) breaking the traditional way to measure experience relying on multi-dimensions instead of just one dimension, expanding new space for the research on experience-based behavior decision-making from facets of psychological process, moderating variables, various providers of experience, and time attribution of experience, providing new empirical evidences from the field of consumer ethics for the theory of experience-based behavior decision-making;(3) supporting the governance of consumer's unethical behavior in Chinese market with decision reference and practical guideline.

本项目立足于中国环境，拟综合运用深度访谈、问卷调查、实验研究等方法，着力揭示经验在非伦理消费行为决策中的作用机制。具体研究内容包括：（1）经验在非伦理消费行为决策中的作用心理过程；（2）决策事项道德属性、决策主体道德属性及决策环境文化导向和社会奖惩机制等因素的调节效应；（3）源于不同主体的细分经验类别在非伦理消费行为自体再犯、人际传播、群体效仿等现实问题中的作用和影响；（4）非伦理消费行为决策情境下经验的时间价值。研究意义在于：（1）突出经验的重要作用，以此为切入点开辟了揭示非伦理消费行为形成规律的新视角，为消费伦理理论贡献了重要的核心内容；（2）突破了以单一维度测量经验的传统思路，全面揭示经验的多维构成内容并从心理过程、调节变量及经验来源主体和时间属性等方面拓展了基于经验的决策研究空间，并为之补充了来自消费伦理领域的实证证据；（3）为中国市场非伦理消费行为问题治理提供决策参考和实践指导。

中国市场的非伦理消费行为较为泛滥，原因在于此类行为很大程度上受自身经验促动或他人经验带动，具有“积习难改”、“近墨者黑”等特点，治理难度较大，系统揭示基于经验的非伦理消费行为决策机制较为紧迫。本项目综合运用多种实证研究方法，在构建综合路径模型基础上深入检验经验在非伦理消费行为决策中的作用心理过程，分析了伦理判断、感知风险、集体主义、物质主义、社会奖惩响应灵敏度、社会奖惩个体敏感性等变量所扮演的角色；探讨了经验来源主体属性和时间属性对非伦理消费行为决策及经验作用发挥的影响。结果发现，经验是导致非伦理消费行为发生的重要前因变量，对非伦理消费行为意愿的激发作用非常突出，大部分作用效应通过直接路径传递，但仍有部分效应通过伦理判断、感知风险等中间环节传递；感知风险也是基于经验的非伦理消费行为决策需要考虑的重要因素，其角色高度类似于伦理判断；社会奖惩响应灵敏度和社会奖惩个体敏感性是影响非伦理消费行为决策的重要变量，二者可协同影响经验在非伦理消费行为决策中的作用发挥；研究还发现，反映经验主体属性的经验泛滥程度和反映经验时间价值的时间跨度等变量均有利于非伦理消费行为发生，也能强化经验对非伦理消费行为意愿的促进作用。在本项研究中，开发多维经验、经验泛滥程度、经验时间跨度等测量工具都是行为经验研究领域的全新尝试，为推动相关研究的深入开展提供了基础性工具；本研究还首次构建并验证了经验作用的综合路径模型，为揭示基于经验的非伦理消费行为再犯机制提供了必要的理论框架；将风险理论引入到伦理决策情景中，还弥补了学界单一强调伦理判断重要作用的弊端，为全面揭示基于经验的伦理决策机制提供了全新的思路；利用经验泛滥程度和经验时间跨度反映经验主体属性和时间价值，并系统揭示它们在基于经验的非伦理消费行为决策中的重要意义，也是消费伦理和行为经验研究领域的全新内容。上述结论对推动中国市场非伦理消费行为治理实践有重要启示。