The Influence of Perceived Risk on Consumer's Unethical Behavior Intention and the Moderate Effect of Direct Experience

Abstract

Abstract:

In this study, questionnaire investigation is used to check the effect of perceived risk affecting consumer's unethical behavior intention and the moderate effect of direct experience in the function. As result, it is found that, consumer's unethical behavior intention is inhibited significantly by his or her perceived risk, especial financial risk and social risk, of which the latter functions more significantly than the former. Moreover, direct experience is found to moderate negatively the impact of perceived risk on consumer's intention to behave unethically, and to those with affluent direct experience, the higher the extent of perceived risk is, the stronger the intention to take unethical behavior is. Additionally, in the dimensions of perceived risk, just social risk is found to be moderated by direct experience.

Key words: consumer ethics, consumer's unethical behavior, behavior intention, perceived risk, direct experience

Zhao Baochun. The Influence of Perceived Risk on Consumer's Unethical Behavior Intention and the Moderate Effect of Direct Experience[J]. , 2016, 28(2): 116-126.

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