Empirical Factors of Cross-Cultural Students' Aberrant Behavior in E-Consumer Ethics

不同文化學生在網路消費者倫理上脫序行為的實證因子研究

盧龍泉(Long-Chuan Lu) ； 陳蘋嵐(Pin-Lan Chen) ； 劉彩鳳(Tsai-Feng Liu)

《Asia Pacific Management Review》 18卷4期 (2013/12) Pp. 427-440+V

https://doi.org/10.6126/APMR.2013.18.4.05

摘要

本文探究學生對網路脫序行為（ACB）的知覺與態度，以及檢視網路消費者倫理的文化差異。資料取樣自台灣、中國、印尼、美國、英國及其他數個國家，共計365位學生。來自東南亞國家的學生擁有最高的網路倫理信念，而來自中國的學生則最低。大部分的學生每天花二到五小時於網路上。相較於有很高比例的回應者認為「非法和有問題的行為」是錯的，「網路器官交易」和「下載物件」則有較低比例的受訪學生認為是錯的。結果顯示，馬基維利主義與網路消費者倫理是呈現顯著負向的關聯，然而消費者對網路的態度則與網路倫理沒有關聯。

關鍵字

消費者脫序行為 ； 消費者網路倫理 ； 馬基維利主義

並列摘要

This article explores student perceptions and attitudes towards aberrant Internet consumer behaviours (ACB) and examines cross cultural differences in E-consumer ethics. Data gathered from 365 students from more than five different cultures - Taiwan, China, Indonesia, Malaysia, the U.S., and the U.K., and a group of other countries - were compared in this investigation. The respondents from Southeast Asia displayed the highest E-ethics while those from China exhibited the lowest. Most respondents spend 2 to 5 hours a day browsing the internet. On average, the students from Taiwan displayed the highest E-ethics. A high percentage of the respondents thought ”Illegal and Questionable activities” are wrong; while a lower percentage considered factors of ”Human Internet Trade” and ”Downloading Material” are wrong. The result shows that Machiavellianism was significantly and negatively related with to E-ethics, while consumer attitudes towards the Internet were not significantly related to E-ethics.

並列關鍵字

Aberrant consumer behaviors ； consumer e-ethics ； machiavellianism

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