윤리적으로 문제성이 있는 소비자행동으로 인해 사업체가 겪게 되는 금전적 손실의 크기가 해당행동의 수용여부 평가에 미치는 영향에 관한 고찰: 대한민국의 경우

Abstract

This study explores an intricacy between cultural character and consumer ethics. The study investigates the South Korean public’s perceptions of a set of 12 scenarios describing ethically questionable consumer actions. The scenarios include illegal actions such as fraudulently inflating one’s losses when filing an insurance claim and legal, but questionable actions such as showrooming. The 12 scenarios exhibited a wide range of mean responses, supporting the commonly-stated premise that consumer ethics is situational in nature. Furthermore, the results document a relationship between the acceptance of ethically questionable behaviors and the extent of monetary loss incurred by the victimized organization.