摘要

The marketing ethical practice of the online enterprise is one of the important factors that impact the efficiency of the virtual market. This paper, establishes an appraisal index of marketing ethical quality of online dealers by AHP. The data analysis, found that security of transaction, integrity of sale, fairness of competition, appropriate of advertisement and junk mail online significantly affected the online consumers' evaluation on the marketing ethics of the B2C dealers. The results not only provide empirical reference for online enterprise to improve marketing ethics, but also offer basis for the theory of online ethics.

  • 出版日期2008