文章以Jones的道德强度理论和灰色营销理论为基础,在灰色营销情境下,从卖方视角实证性地检验了道德强度的维度结构以及其对灰色营销道德决策的影响作用,特别是道德强度维度间交互作用的影响.运用因子分析及多元层次回归对收集的数据进行分析,结果表明:道德强度可以分为六个维度;除后果发生的可能性之外的五个维度对道德判断有直接的影响作用;除后果的严重性和后果的集中程度之外的四个维度对灰色营销行为倾向有直接的影响作用;而且社会共识和后果发生的可能性、亲密度、后果的集中程度之间的交互作用会影响道德判断,社会共识和后果的直接性之间的交互作用会影响灰色营销行为倾向;道德判断会影响灰色营销行为倾向.

面对日益严峻的环境问题,企业需要承担绿色责任.本文探究了企业承担绿色责任是否会影响消费者对企业产品的购买意愿.研究中共发放546份调查问卷,利用SPSS、AMOS等统计软件对数据进行汇总分析.研究结果证实,消费者对于企业履行绿色责任行为的感知不仅对企业产品购买意愿具有直接的正向影响,而且可以通过消费者对企业产品及企业本身的态度进而对企业产品的购买意愿产生间接的正向影响,态度起到了中介变量的作用.

引导用语是否能对绿色消费起到促进作用,目前学界尚缺乏研究.借鉴国内外有关引导用语、绿色消费、环境态度等领域的研究,分析了强势/不强势引导用语对环境态度与绿色消费行为意愿之间以及绿色消费行为障碍与绿色消费行为意愿之间关系的调节作用,构建了引导用语对绿色消费行为意愿调节作用的理论模型,同时对进一步的实证研究提出了建议与展望.

绿色消费态度-行为差距是绿色消费研究中的一个重要主题.本文以质化研究和实证研究为分类视角,梳理、阐释了近年来国内外相关研究成果,并将绿色消费态度-行为差距的影响因素归纳为以下5个方面:感知效力与对他人消费行为的预期;参照群体以及个体过往消费行为;产品绿色属性与非绿色属性权衡;绿色产品价格与可获性因素;绿色消费行为的情境因素.最后,评述了现有研究局限与未来的研究趋向,旨在为进一步的研究提供可能的方向指引,促进绿色消费行为理论深入发展.

The attitude -behavior gap in green consumption is an important theme within the research literature,but the conclusions are fragmentized and need to be integrated to show a clear picture.The present study attributes the attitude -behavior gap to methodological cause and influencing factor cause,which includes the reference group,the nature of green products,individual’s competence,habits and situational factors,and analyzes the two kinds of causes respectively.Af-ter that,the present study illustrates the intervention measures of bridging the gap in detail,and constructs the conceptual framework at last,which could provide the theoretical basis and promising directions for future research,and could be ben-efit to understand the gap in green consumption and to take measures to translate attitudes into more meaningful behaviors.

Based on the theory of marketing channel behavior and organizational research,this paper tests the moderating effect of interorganizational relationship quality on the relationship between relational governance and channel opportunism.Results from a survey of 152 respondents show that when the level of interorganizational relationship quality is low,manufacturers' use of joint planning will inhibit distributors' opportunism while the use of joint problem solving will exacerbate distributors' opportunism;when the level of interorganizational relationship quality is high,manufacturers' use of joint planning will exacerbate distributors' opportunism while the use of joint problem solving will inhibit distributors' opportunism.The findings have critical theoretical and managerial implications for manufacturers employing relational governance to manage channel opportunism.

文章以关系营销与营销渠道行为理论为基础,制造商与其经销商之间的关系为研究对象,检验了制造商的长期导向对其合同制订以及经销商投机行为的直接及交互影响.研究结果表明:企业的长期导向不但可以直接促进完备合同的制订,还会间接影响合同制订与投机行为之间的关系.其中,详细的交易条款对投机行为虽然无直接影响,但是会在与长期导向的交互影响下对投机行为产生作用.当企业的长期导向低的时候,详细的交易条款会抑制合作伙伴的投机行为；当企业的长期导向高的时候,详细的交易条款却会加重对方的投机行为.周全的意外处理条款则会对渠道投机行为产生直接的抑制作用,并且这种抑制作用会随着长期导向的增强而加强.

Based on the theory of marketing ethics and gray marketing,and from the seller′s angle,we empirically tests the impact of moral intensity,that is,the perceived magnitude of consequences on the gray marketing decision making,as well as the contingent role of moral intensity.The results show that moral intensity has direct effects on ethical judgment and gray marketing intention,and regulates the negative relationship between ethical judgment of gray marketing,punishment expectation and gray marketing intention,but does not have a regulating role in the positive relationship between gray marketing empathy and gray marketing intention.The findings have practical value for the enterprises to enhance their salespersons′ level of ethical judgment,and to reduce the effect of the individual emotional factors on the gray marketing behavior of decision makers.

Based on the theory of marketing ethics and integrative social contract,the impact of personal relationship on salespersons' behavioral decision-making of gray marketing,and the moderator effects of timing are empirically tested.This study indicates: personal relationship has significant effect on contract ethical judgment negatively,but doesn't impact cultural ethical judgment;both contract and cultural ethical judgment influence the gray-marketing intention negatively;the timing moderators salespersons' behavioral decision-making of gray-marketing,except the relationship between personal relationship and gray-marketing intention.

Based on the theory of planned behavior and marketing ethics,this paper focuses on the purchase and sale relation between Chinese companies and empirically tests the impact of behavior justification on salespersons′ behavioral decision-making of gray marketing,and the moderator effects of behavior justification from the seller′s standpoint.The scenarios were used to conduct a questionnaire survey to the one hundred and forty-eight salespersons.The multiple regression analysis was implemented by SPSS 15.This paper comes to the following conclusions: The theory of planned behavior could predict and explain the gray-marketing behavior of Chinese salespersons well.Behavior justification doesn′t have direct effect on salespersons′ gray-marketing intention,but it moderators the relationship between salespersons′ un-ethicalness judgment of gray marketing and their intention to adopt gray marketing and the relationship between perceived choice freedom and salespersons′ behavioral intention of gray marketing.However,Behavior justification doesn′t moderate the relationship between perceived supports and salespersons′ gray-marketing intention.

There are a host of researches on the consequeces of consumer ethnocentrism(National-brand consciousness),but few researches focus on the relevent antecedens.Based on the literature of consumer ethnocentrism,taking the Melamine Event as the antecedent,this paper investigates the impact of the Melamine Event on Chinese consumers' national-brand consciousness and local brand attitude by conducting an experiment.We have finished a survey and collected 614 questionnaires.After the statistics with SPSS software,we found that the Melamine Event had no significant effect on Chinese consumers' national-brand consciousness but had some negative effects on local brand attitude.

Antibacterial properties of gleditsia saponin and camellia saponin were tested with continuous dilution method.The results showed that gleditschia saponin had some antibacterial activities against Escherichia coli(CGMCC 1.3313) and Staphylococcus aureus(CGMCC 1.2465) when the concentration is between 16 and 64 g/L.It had shown the strongest inhibitory effects against Saccharomyces cerevisiae(CICC 1855) with minimal inhibitory concentrations of 32 g/L.However,it had not any antibacterial activity against Aspergillus niger(ACCC 30557) even at high concentration.In comparison with gleditschia saponin,the antibacterial activities of camellia saponin has shown the strongest inhibitory effects against S.cerevisiae with minimal inhibitory concentration of 16 g/L and its antibacterial properties against bacterial and A.niger was the same as that of gleditschia saponin.It is feasible to use gleditschia saponin as a natural anti-bacterial additive in food industry and others after further safety evaluation.

Gray marketing is the ethically problematic selling practices in which salespersons sell products by providing purchasers with some "gray" benefits such as buying meals,paying for entertainment,giving expensive gifts,or offering kickbacks.It is problematic in ethics at both sides of the exchange and prevalent in China business.Although previous studies tested the impact of ethics training on trainees' ethical decision making,they did so only in view of one sided unethical behaviors.No study has been found exploring the impact of ethics training on trainees' ethical decision making in the perspective of two sided unethical behaviors such as gray marketing.Based on the theories of business and marketing ethics and using the scenario approach to collect data from the undergraduate students majoring in business and management,this paper investigates the impact of the short-term ethics training in the view of gray marketing on the trainees' ethical judgment and behavioral intention of gray marketing.It is found that,firstly,the shortterm ethics training program improved significantly the trainees' deonlogical and teleological evaluation on gray marketing,but it did not reduce the trainees' behavioral intention to practice pray marketing.Secondly,although the short-term ethics training program could improve the trainees' deonlogical and teleological evaluation on gray marketing and the trainees' ethical evaluation had significant impact on their behavioral intention to practice pray marketing,its mediate effect on the relationship between ethical judgment and behavioral intention was not significant.Theoretically,this paper explores the impact of ethics training on the trainees' ethical judgment (deonlogical and teleological evaluation) and behavioral intention with the scenarios of two sided unethical marketing practices in Chinese cultural and ethical environment.Practically,its findings may help firms,schools,and governmental departments to improve trainees' ethical judgment by providing the trainees with more specified or focused training programs.

Surface activity and foaming performance of gleditsia saponin and camellia saponin were studied, and the effects of temperature, salinity, hardness of water and pH value on surface tension of their aqueous solution were also investigated. Values of critical micelle concentration (CMC) of gleditsia saponin and camellia saponin (20℃) were 0.1 and 1.5g/L, respectively, and the lowest surface tension(γCMC) of which were 43.292 and 43.531 mN/m, respectively. The surface activity of gleditsia saponin was better than that of camellia saponin. The foaming height of 2.5g/L camellia saponin solution was higher than that of gleditsia saponin by 25 mm. Both foaming property and foam-stability of camellia saponin were better than those of gleditsia saponin. The higher the temperature, the lower the value of γCMC was, while values of CMC were almost unchanged. With the slight increase or decrease of pH value, CMC of saponins slightly decreased. Meanwhile, both gleditsia saponin and camellia saponin had good resistance against saline water and hard water.

Based on the theory of marketing ethics and relevant literatures,this paper empirically tests the effect of reference groups′ behavior intention and salespersons′ ethical evaluation on their behavioral intention of gray marketing from the seller′s standpoint.This study establishes a situation-based questionnaire,gathers 148 valid ones and uses SPSS 15 to statistically analyze them.It comes to the following conclusions: Referent groups′ gray behavioral intention of organization,not only has negative impact on salespersons′ judgment of un-ethicalness of gray marketing,which in turn increases their intention of gray marketing practice,but also has direct and positive impact on salespersons′ intention to adopt gray marketing.Competitors′ behavioral intention has direct and positive impact on salespersons′ intention to adopt gray marketing.The implications of the findings are suggested then.

The degradation mechanism of biodegradable polymer is presented,and their species are introduced,such as cellulose and starch in the natural polymer and synthetic biologic and chemical compound polymer.The application of the synthetic technology,the improvement of the performance of the biodegradable high polymer material,and their present research situation,development direction and the prospect are reviewed.