In this book，with an integration of theoretical method and empirical one，machinism of direct experience functioning in consumer unethical behavior decision-making is explored from two sides，influencing effections and psychological pathes，on the base of constructing a comprehensive theoretical model.Questionnaire is accomplished by intercept in street for the empirical researches，and predecessors’ way is imitated to take research at macro level across diverse ethical situations just for getting some conclusions more closely to the facts.

In the part of researches on influencing effects，direct experience is found to promote the formation of the intention to take unethical behavior，and the positive function is outstanding.It is also significant of direct experience to impact on ethical judgment and perceived risk，two important variables as one step of the decision psychological process.Moreover，direct experience is found to not only moderate the relationships between ethical judgment and consumer unethical behavior intention，as well as between perceived risk and consumer unethical behavior intention，but especially reverse the directions of ethical judgment and perceived risk affecting consumer unethical behavior intention.

In the part of the researches on psychological pathes，it is found that direct experience could influence indirectly consumer unethical behavior intention through ethical judgment and perceived risk，while the direct path of direct experience influencing consumer unethical behavior intention is still the leading one.Among the indirect pathways，effects transmitted indirectly through ethical judgment equated to another one through perceived risk.Furthermore，the relationship between direct experience and consumer unethical behavior intention is moderated respectively by ethical judgment and perceived risk.However，the moderation effects can not diverse the direction of direct experience promoting consumer unethical behavior intention.

Compared with other factors of consumer ethics like ethical judgment and perceived risk，the function of direct experience is outstanding much more in the formation of consumer unethical behavior intention.Regard to the influencing effects，those of direct experience are much greater than others，and for the psychological pathes，the direct one is the main to transmit the influence of direct experience on consumer unethical behavior intention.

Besides being a variable with implication of reflecting personal characteristics of decision-maker，direct experience could be rised to the same logical level of ethical judgment and perceived risk just as the forecaster of consumer unethical behavior intention，with much higher accurate rate than the latter two.All of these conclusions are brand new in the empirical research on consumer ethics.

Key Words：Consumer Ethics，Consumer Unethical Behavior，Direct Experience，Theoretical Model，Influencing Effects，Psychological Pathes