Research on the Expression of Products Ethical Attributes Based on Consumer Perception——In the Case of Online Store's Agricultural Products

Abstract

Abstract:

As a special product attribute related to corporate social responsibility, the ethical attributes are driving enterprises to establish a new customer relationship based on the identification of social value through the research on its connotation and expression. First of all, the conception of ethical attributes is redefined. On the basis of Symbolic Ethical Attributes, Functional Ethical Attributes characterized by security and usability and Interactive Ethical Attributes characterized by mediation effect are put forward. Then, based on the TAM model, the Ethical Attributes Perception Model (EAPM) is constructed, and online store's agricultural products are taken as an example to conduct an empirical research. The research shows that the Functional Ethical Attributes are the source and foundation of expression. The Symbolic Ethical Attributes have the significant effect on the practical value of products. And both of them have a significant positive impact on the formation of the consumer perception state. Meanwhile, the mediating effect of the Interactive Ethical Attributes is not significant, and more specific business development and innovation should be carried out.

Key words: online store's agricultural products, ethical attributes, consumer perception

Han Zhen, Kuang Haibo, Wu Chengyuan, Wang Hanhan, Li Zhixuan. Research on the Expression of Products Ethical Attributes Based on Consumer Perception——In the Case of Online Store's Agricultural Products[J]. , 2018, 30(4): 83-93.

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