郑冉冉博士是我所在的香港城市大学商学院市场营销系的高级访问学者，为人踏实、治学严谨，长期潜心从事消费者行为研究，尤其是中国本土文化与制度背景下的消费者伦理行为及中国内地出境游客不文明行为的研究。近年来已取得了不少研究成果，主持多项国家级和省部级研究课题，在《管理世界》等权威学术期刊上公开发表学术论文40余篇。我作为她的访学合作导师，为她取得的成绩感到由衷的高兴，现在她的专著即将出版，我乐于为其作序。

消费者伦理问题直到20世纪70年代才引起部分国外学者的关注，并且学术界对此的探讨也不充分。既有的消费者伦理研究主要集中在西方（无论是研究对象还是研究者），集体主义文化背景下的消费者伦理研究相对匮乏，以中国内地消费者为研究对象的消费者伦理研究尤为稀缺。目前在中国内地，消费者伦理这一概念还没有被广泛接受，至今尚未对该领域进行系统研究。这与中国内地消费者人数众多，以及中国内地的消费者伦理现状不容乐观间形成了强烈的对比和反差。

在上述背景下，郑冉冉博士专门针对中国内地消费者伦理行为的现状、影响因素和影响机理展开了深入研究。作者汲取国内外相关理论及文献的研究成果，立足中国社会背景和文化特征，开发、修订了相关问卷量表，基于小规模深度访谈和大样本问卷调查，进行了深入的实证检验，为有针对性地引导和管制中国消费者伦理行为提供理论指导和切实可行的操作依据。其研究内容理论价值和实践价值兼具，不仅丰富、拓展了消费者伦理研究的理论探讨，而且能为中国内地的消费者伦理管理实践提供有益的借鉴与启示。概括地说，本书有以下几个特点。

一 选题具有学科前沿性

引导消费者转变其伦理行为模式，必须首先对消费者伦理行为及其内在影响机理有一个准确把握。然而，对于消费者伦理行为及其影响机理，即便经济发达国家对此也存在不少研究盲点，中国内地更是缺乏这方面深入系统的研究。从中国内地既有研究看，仅有极少数学者涉及该领域，深入的解释性研究非常匮乏。本书以中国内地消费者为考察对象，紧密围绕中国内地消费者伦理现状及特点、面子威胁感知与自我概念对中国内地消费者伦理信念的影响、顾客忠诚在中国内地消费者伦理信念与行为间的调节作用展开探索性研究，选题具有理论前沿性。

二 理论归纳全面、分析论证深入

本书收集了大量的文献资料，并进行了全面的归纳总结。例如，作者对消费者伦理、面子威胁感知、自我概念、顾客忠诚的相关文献进行了系统梳理，并在计划行为理论、知信行理论、地位剥夺及偏差副文化理论、挫折理论、社会控制理论、中和技术理论等理论基础上构建了自己的中国消费者伦理行为影响机理模型。而且，本书理论论证深入，所提对策建议也颇有启发意义。例如，作者基于中国消费者伦理行为影响机理模型，分别从政府管理部门、社会干预、企业营销管理三个层面提出了有效且具针对性的管理对策思路。

三 经验数据翔实、重视实证研究

作者通过回收中国内地14个省市区的1247份有效调研问卷，运用SPSS和AMOS统计分析软件展开统计分析（信度和效度分析、探索性因子分析、多元线性回归分析、独立样本T检验、单因素方差分析、结构方程模型、典型相关分析等），对本书整体研究框架中的46个研究假设（12个验证性假设、34个开拓性假设）进行了实证检验。本书仅图表就有106个，这在同类专著中是不多见的。本书的研究为深入了解中国消费者伦理行为机理的“黑箱”提供了第一手经验证据。

研究消费者伦理行为及其影响机理尚属一个较新的研究领域，还有很多方面可做开拓性研究。我相信，这本具有较高学术水平专著的出版，将有助于推进中国消费者伦理行为机理的理论和实证研究，其研究结论可为政府、社会、企业制定相关政策提供理论依据和实证材料。

苏晨汀

2016年3月6日

于香港城市大学

Dr. Zheng Ranran is a senior visiting scholar in the Department of Marketing, Business School, City University of Hong Kong, where I work, and has been engaged in the research of consumer behavior for a long time, especially the ethical behavior of consumers and the uncivilized behavior of Chinese mainland outbound tourists in the context of local culture and system in China. In recent years, he has achieved many research results, presided over a number of national, provincial and ministerial research projects, and published more than 40 academic papers in authoritative academic journals such as Management World. As her visiting mentor, I am very happy about her achievements, and now that her monograph is about to be published, I am happy to write the foreword. It was not until the 70s of the 20th century that the issue of consumer ethics attracted the attention of some foreign scholars, and the academic community did not fully discuss it. Existing consumer ethics research is mainly concentrated in the West (whether it is a research object or a researcher), and consumer ethics research in the context of collectivist culture is relatively scarce, and consumer ethics research with Chinese mainland consumers as the research object is particularly scarce. At present, the concept of consumer ethics has not been widely accepted in Chinese mainland, and no systematic research has been carried out in this field. This is in stark contrast and contrast to the large number of Chinese mainland consumers and the Chinese mainland consumer ethics. In the above context, Dr. Zheng Ranran conducted an in-depth study on the current status, influencing factors and influencing mechanisms of Chinese mainland consumers' ethical behavior. Based on the research results of relevant theories and literature at home and abroad, the author developed and revised relevant questionnaire scales based on China's social background and cultural characteristics, and conducted in-depth empirical tests based on small-scale in-depth interviews and large-sample questionnaire surveys, so as to provide theoretical guidance and practical operational basis for targeted guidance and control of Chinese consumers' ethical behavior. Its research content has both theoretical value and practical value, which not only enriches and expands the theoretical discussion of consumer ethics research, but also provides useful reference and enlightenment for the Chinese mainland consumer ethical management practice. In summary, this book has the following characteristics. First, the topic selection is cutting-edge in the discipline to guide consumers to change their ethical behavior mode, and we must first have an accurate grasp of consumer ethical behavior and its internal influence mechanism. However, for consumer ethical behavior and its impact mechanism, even economically developed countries have many research blind spots, Chinese mainland there is a lack of in-depth and systematic research in this regard. From the Chinese mainland existing research, only a few mathematicians are involved in this field, and in-depth interpretive research is very lacking. This book takes Chinese mainland consumers as the object of investigation, and closely focuses on the current situation and characteristics of Chinese mainland consumer ethics, the influence of face threat perception and self-concept on Chinese mainland consumers' ethical beliefs, and the role of customer loyalty in regulating the Chinese mainland between consumer ethical beliefs and behaviors. 2. Comprehensive theoretical induction, analysis and argumentation, in-depth collection of a large number of literature and materials, and comprehensive inductive summary. For example, the author systematically sorts out the relevant literature on consumer ethics, face threat perception, self-concept, and customer loyalty, and constructs his own model of the influence mechanism of Chinese consumer ethical behavior on the basis of planning behavior theory, knowledge and belief behavior theory, status deprivation and deviation paraculture theory, frustration theory, social control theory, neutralization technology theory, etc. Moreover, the theoretical arguments in this book are in-depth, and the countermeasures and suggestions put forward are also quite enlightening. For example, based on the influence mechanism model of Chinese consumers' ethical behavior, the author puts forward effective and targeted management countermeasures from three levels: government management departments, social intervention, and enterprise marketing management. 3. The authors of empirical data and empirical research collected 1247 valid research questionnaires from 14 Chinese mainland provinces and municipalities, and used SPSS and AMOS statistical analysis software to carry out statistical analysis (reliability and validity analysis, exploratory factor analysis, multiple linear regression analysis, independent sample t-test, one-way ANOVA, structural equation model, typical correlation analysis, etc.), and used SPSS and AMOS statistical analysis software to carry out statistical analysis (reliability and validity analysis, exploratory factor analysis, multiple linear regression analysis, independent sample t-test, one-way ANOVA, structural equation model, typical correlation analysis, etc.), and 46 research hypotheses (12 confirmatory hypotheses, 34 pioneering hypotheses) were empirically tested. There are 106 figures in this book alone, which is rare in a monograph of its kind. The research in this book provides first-hand empirical evidence for in-depth understanding of the "black box" of the mechanism of ethical behavior of Chinese consumers. The study of consumer ethical behavior and its impact mechanism is still a relatively new research field, and there are many aspects that can be pioneered. I believe that the publication of this monograph with a high academic level will help promote the theoretical and empirical research on the mechanism of ethical behavior of consumers in China, and its research conclusions can provide theoretical basis and empirical materials for the government, society and enterprises to formulate relevant policies. Chenting Su at City University of Hong Kong on March 6, 2016（AI翻译）