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題名：行銷人員行銷道德決策過程之研究
書刊名：交大管理學報
作者：周逸衡／凌儀玲 引用關係／關復勇 引用關係
作者(外文)：Jou, Jacob Y. H.／Lin, Amy Yi-ling／Kuan, Fuh-yeong
出版日期：2000
卷期：20:1
頁次：頁1-28
主題關鍵詞：行銷道德決策；道德強度；信仰虔誠度；道德哲學；企業倫理觀；Ethical decision-making process；Moral intensity；Religiosity；Moral philosopy；Corportate ethical value
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  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:0
  • 點閱點閱:32
Based on Ferrell's synthesis model (1989) and Jones' issue contingent model (1991), this research attempted to develop a consistent and valid tool to investigate the ethical decision-making process of marketers in Taiwan, especially the influences of moral intensity and contingent factors on ethical decision-making process. This research also tired to explore the relation between stages of ethical decison-making process. After depth interview, expert discussion, and three times tests, the researcher developed 4 scenarios that fit the research purpose. This research adopted these 4 scenarios as the survey tool, and surveyed marketers in Taiwan. The analysis of this research includes: general statistics of moral intensity and ethical decision-making, correlation analysis and regression analysis between these two variables, and ANOVA analysis of the contingent factors and ethical decision-making. After survey, this research got the following conclusions: 1. The six moral intensity variables could be extracted to two factors that called potential harms and social pressure. 2. Moral intensity positively correlated ethical decision-making, and it was a good regression predictor of ethical decision-making. 3. Contingent factors also affected the different ethical decision-making process.
組織內暴露於外界環境次數愈多，其面臨可能產生不正當行為的壓力也愈大。因此當組織中對外接觸最頻繁的行銷人員面對道德兩難問題時，其內心所面臨的掙扎與矛盾是可想而知的。爰此，本研究參考Ferrell, Gresham and Laczniak (1989)行銷道德綜合模型與Jones (1991)道德問題權變模型，試圖探討行銷道德情境中道德強度高低以及個人與組織之權變因素對行銷人員道德決策水準的影響。經由文獻蒐集、深度訪談、專家意見以及多次測試後，研究最後發展一份適合檢測行銷道德強度之虛擬情境劇本作為問卷調查工具。研究結果顯示：六項道德強度（結果嚴重度、社會共識、結果發生機率、時間急迫性、親近程度、效果集中度）可以歸納為二大因素：「潛在損害」與「社會壓力」。在道德決策各階段中，「社會壓力」在決策者初期的價值認知上，會形成較強大的壓力、「潛在損害」則是後期對於道德問題的對錯判斷與道德意圖建立階段有較顯著的影響力。而權變因素（信仰虔誠度、道德哲學、企業倫理觀）也分別在不同的道德決策過程階段形成影響作用。
期刊論文
1.Hunt, S. D.、Wood, Van R.、Chonko, Lawrence B.(1989)。Corporate Ethical Values and Organizational Commitment in Marketing。Journal of Marketing，53(3)，79-90。  new window
2.Hunt, S. D.、Vasquez-Parrage, A. Z.(1993)。Organizational consequences, marketing ethics, and salesforce Supervision。Journal of Marketing Research，30，78-90。  new window
3.Schlenker, B. R.、Forsyth, D. R.(1977)。On the Ethics of Psychological Research。Journal of Experimental Social Psychology，13(4)，369-396。  new window
4.Ferrell, O. C.、Gresham, Larry G.、Fraedrich, John(1989)。A Synthesis of Ethical Decision Models for Marketing。Journal of Macromarketing，9(2)，55-64。  new window
5.Osborn, Richard N.、Hunt, James C.(197406)。Environment and organizational effectiveness。Administrative Science Quarterly，19(2)，231-246。  new window
6.Dubinsky, Alan J.、Loken, Barbara(1989)。Analyzing Ethical Decision Making in Marketing。Journal of Business Research，19(2)，83-107。  new window
7.Alexander, Cheryl S.、Becker, Henry J.(1978)。The Use of Vignettes in Survey Research。Public Opinion Quarterly，42(1)，93-104。  new window
8.Bartels, R.(1967)。A model for ethics in marketing。Journal of Marketing，31(1)，20-26。  new window
9.Jones, T. M.(199104)。Ethical Decision Making by Individuals in Organization: An Issue-Contingent Model。Academy of Management Review，16，366-396。  new window
10.Singhapakdi, A.、Vitell, S. J.、Kraft, Kenneth L.(1996)。Moral Intensity and Ethical Decision-making of Marketing Professionals。Journal of Business Research，36(3)，245-255。  new window
11.Hunt, Shelby D.、Vitell, Scott J.(1986)。A general theory of marketing ethics。Journal of Macromarketing，6(1)，5-16。  new window
12.Rose, Gregory M.、Lu, Long-Chuan、Blodgett, Jeffrey G.(1999)。The Effects of Cultural Dimensions on Ethical Decision Making in Marketing: An Exploratory Study。Journal of Business Ethics，18(1)，91-106。  new window
13.Witkin, Herman A.、Goodenough, Donald R.(1977)。Field dependence and interpersonal behavior。Psychological Bulletin，84(4)，661-689。  new window
14.Singhapakdi, A.、Vitell, S. J.(1990)。Marketing Ethics: Factors Influencing Perceptions of Ethical Problems and Alternatives。Journal of Macromarketing，12，4-18。  new window
15.Singhapakdi, A.、Vitell, S. J.、Leelakulthanit, S.(1994)。A Cross-cultural Study of Moral Philosophies, Ethical Perceptions and Judgments: A Comparison of American and Thai Marketers。International Marketing Review，11(6)，65-78。  new window
16.Rallapalli, K. C.、Vitell, S. J.、Singhapakdi, A.(1993)。Marketing Norms: The Influence of Personal Moral Philosophies and Organizational Ethical Culture。Journal of the Academy of Marketing Science，21(4)，331-337。  new window
17.Barry, Richmon(1979)。Can We Prevent Questionable Foreign Payment。Business Horizons，6，17-19。  new window
18.Conner, Patrick E.、Becker, Boris W.(1975)。Values and the Organization-Suggestions for Research。The Academy of Management Journal，18(3)，550-561。  new window
19.Rao, C. P.、Singhapakdi, Anusorn(1997)。Marketing Ethics: A Comparison between Services and Other Marketing Professionals。Journal of Services Marketing，11(6)，409-426。  new window
20.Dornoff, Ronald J.、Tankersley, Clint B.(1975)。Perceptual Differences in Market Transactions: A Source of Consumer Frustration。Journal of Consumer Affair，9(1)，97-103。  new window
21.Levy, Michael、Dubinsky, Alan J.(1983)。Identifying and Addressing Retail Salespeople's Ethical Problem: A Method and Application。Journal of Retailing，Spring，46-66。  new window
22.Reidenbach, R. Eric、Robin, Donald P.、Lyndon, Dawson(1991)。An Application and Extension of a Multidimensional Ethics Scale to Selected Marketing Practices and Marketing Groups。Journal of the Academy of Marketing Science，19(2)，83-92。  new window
23.Vitell, Scott J.、Singhapakdi, Anusorn(1991)。Factors Influencing the Perceived Importance of Stakeholder Groups in Situations Involving Ethical Issues。Business and Professional Ethics Journal，10(3)，53-73。  new window
會議論文
1.許士軍(1991)。企業倫理與企業發展--兼論引進外籍勞工之倫理觀點。當前產業發展面臨的人力問題及因應之道研討會。行政院勞工委員會。  延伸查詢new window
學位論文
1.葉俊億(1996)。臺灣地區行銷道德觀之研究，0。  延伸查詢new window
2.Forsyth, D. R.(1978)。Moral Attribution and the Evaluation of Action(博士論文)。University of Florida。  new window
圖書
1.Taylor, P. W.(1975)。Principle of Ethics: An Introduction。Encino, CA：Dickenson Publishing Company, Inc.。  new window
2.盧紹稷(1982)。經濟開發國家的倫理建設。台北：幼獅文化事業公司。  延伸查詢new window
3.Guy, M. E.(1990)。Ethical Decision Making in Everyday Work Situations。Greenwood Press, Inc.。  new window
4.Rest, J. R.(1986)。Moral Development: Advances in Research and Theory。New York, NY：Praeger Publishers。  new window
5.馮契(1992)。哲學大辭典。上海：上海辭書出版社。  延伸查詢new window
6.中華徵信所(1997)。1997年臺灣地區大型企業排名TOP500。1997年臺灣地區大型企業排名TOP500。沒有紀錄。  延伸查詢new window
7.Beauchamp, Tom L.、Bowie, Norman E.(1983)。Ethical Theory and Business。Ethical Theory and Business。Englewood Cliffs, NJ：Prentice Hall, Inc.。  new window
8.Hosmer, L. T.(1987)。The Ethics of Management。The Ethics of Management。沒有紀錄。  new window
9.Luck, David、Lucas, George H., Jr.、Ferrell, O. C.(1994)。Strategic Marketing Management, Tex and Cases。Strategic Marketing Management, Tex and Cases。沒有紀錄。  new window
10.Hunt, S. D.、Vitell, S. J.(1993)。A General Theory of Marketing Ethics: A retrospective and Revision。Ethics in Marketing。Homewood, IL。  new window
圖書論文
1.Murphy, Patrick E.、Laczniak, G. R.(1981)。Marketing ethics: A review with implications for managers, educators and researchers。Review of Marketing。Chicago, IL：American Marketing Association。  new window
 
 
 
 
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