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在中国城乡二元社会背景下,研究消费者伦理信念与其出生地的关系具有重要的现实意义。本研究通过问卷调查方法比较分析出生地分别为农村和城镇的消费者在消费伦理信念上的差异。结果发现,前者在伦理信念方面表现出来的伦理性水平高于后者;且前者伦理信念受理想主义伦理意识影响最突出,后者受权术主义影响最突出;界定模糊的伦理信念维度(“主动获益”、“没有伤害”)比界定清晰的伦理信念维度(“非法获益”、“被动获益”)更能区分这两类消费者。最后对研究结论的实践意义和本项研究的不足做了阐述。
Under the dual social background of urban and rural areas in China, it is of great practical significance to study the relationship between consumer ethical beliefs and their birthplace. This study uses questionnaires to compare and analyze the beliefs of consumer ethics in rural areas and urban areas. The result shows that the ethical level of the former is higher than that of the latter in ethical belief; and the ethical belief of the former is most influenced by the ideological ethics of the idealism, while the latter is most influenced by the right-doctrine; Actively Benefit “,” No Harm “) makes it easier to distinguish between these two categories of consumers than clearly defined ethical beliefs (” Illegal Gains “, ” Passive Gains "). Finally, the practical significance of the conclusions of the study and the lack of this study are described.