ABSTRACT

The role of the relationship between employees and companies and the effects of that relationship on a consumer’s buying intention have received scant attention in the marketing literature. This research sought to understand how consumer perceptions of employee (in)justice affect the consumer’s likelihood to purchase. Engaging a cross-disciplinary perspective, an experiment examined the impact of electronic word-of-mouth on consumer procedural justice perceptions and likelihood to purchase. Negative eWOM had a significant impact on consumer perceptions of the procedural justice of the firm and likelihood to purchase, suggesting that consumers do have an interest in the fair treatment of employees.

摘要

员工与公司之间关系的作用以及这种关系对消费者购买意愿的影响在营销文献中很少受到关注。本研究旨在了解消费者对员工（不）公正的看法如何影响消费者购买的可能性。一项跨学科视角的实验研究了电子口碑对消费者程序正义感知和购买可能性的影响。负面的 eWOM 对消费者对公司程序正义和购买可能性的看法产生了重大影响，这表明消费者确实对公平对待员工感兴趣。