Author(s)

Dong Lu^1*, Ye Tian²

¹School of Business, Sichuan Normal University, Chengdu, China.
²School of Economics and Management, Southwest Jiaotong University, Chengdu, China.

In the Chinese online consuming context, this study proposes 12 hypotheses and constructs a conceptual model to investigate the relationship between ethical ideologies and unethical behaviors. The empirical results successfully supported these hypotheses and clearly explained the mechanism that the three aspects of ethical ideologies (Idealism, Relativism and Machiavellianism) influenced four typical online unethical behaviors in varying degree. And this study in the online context makes contribution to the researches with topic of unethical behaviors. Besides, this study also brings managerial suggestions for practice.

Ethical Ideologies, Online Unethical Behavior, Ethics

Lu, D. and Tian, Y. (2015) An Empirical Investigation of Chinese Online Consumer Ethics. Open Journal of Social Sciences, 3, 161-169. doi: 10.4236/jss.2015.310022.