Individual Susceptibility to Social Rewards and Punishments, Response Sensitivity of Social Rewards-Punishments System and Consumer Unethical Behavior Intention
ZHAO Baochun，WANG Jing
South-Central University for Nationalities, Wuhan, China
Abstract Questionnaire is used to explore the mediation and moderation of four dimensions of reference groups (RG) in the influence of response sensitivity of Social rewards-punishments system (RS) and individual susceptibility to social rewards and punishments (IS) on consumer’s unethical behavior intention (IN). As a result, it is found that IS is a vital step for RS to affect IN, while IS influences IN mainly through a direct path with negative effect. In the indirect paths for them, effects vary with the dimensions of RG, such as negative effect for the path of Group Disapprove (GD), and positive effect for the step of utility information influence (UI) or group approve (GA); It is also found that GA can moderate positively RS to promote IS, and GD can reinforce IS to curb IN in its moderating effect.
