中文摘要：

通过问卷调查方法研究伦理判断对非伦理消费行为意愿的影响及伦理情景和直接经验的调节作用。结果显示,在非伦理消费情景下伦理判断显著抑制行为意愿,且作用力因自变量组合不同而异;伦理判断的作用受伦理情景和直接经验调节。与界定模糊情景相比,界定清晰情景下的伦理判断抑制作用更强;但受直接经验影响,伦理判断转而对行为意愿有促进作用。

英文摘要：

Based on the questionaires, this paper explores the effect of ethical judgment （EJ） impacting consumer unethical behavior intention, as well as the moderating effect of ethical situations （ES） and direct experience （DE）. Rresults show that intention can be restrained efficiently by EJ, and its effect is related closely to composition of independent variables. Moreover, moderation effect of ES and DE are found together. Inhibition effect is more powerful indefined-clearly situation- sthan that in defined-unclearly situations. As influenced by DE, EJ can promote the formation of the intention, and the pro- motion effect is larger to the consumers with rich DE than to the others.