電子商務倫理之研究：以台灣旅遊業為例

伴隨著網路電子商務的熱潮，電子商務的「倫理議題」(ethical issues)因應而生，諸如智慧財產權、資訊所有權、資訊的正確性、付款認證、交易安全、個人隱私權、產品／服務落差等，都是當前電子商務所面臨的倫理議題，本研究以台灣蓬勃發展的線上旅遊業作為研究對象，透過文獻探討、個案訪談及問卷調查，探討電子商務倫理議題以及影響因素。本研究發現，旅遊業整體倫理議題決策呈現的倫理程度並不高，倫理議題決策的影響因素依議題的本質而有不同，在工具性考量的心態下，各議題決策倫理程度提高，有賴於經營理念、及組織／技術的配合以及倫理獎懲制度的落實。

關鍵字

電子商務倫理；倫理議題；倫理哲學；旅遊業電子商務

並列摘要

Electronic commerce has grown tremendously in the last half decade. But it also makes it easy to violate technological, business and ethical standards. This study examines the factors influencing e-commerce ethical issues. Based on the literature and case studies, an integrated model that incorporates the various philosophies (ethical rationales-deontology, distributive justice, utilitarianism, relativism, egoism), internal/external variables, and corporate website's policy in these issues are then proposed. Then we use questionnaires to test the proposed model and hypotheses. We find that the degree of ethics in the travel website is largely low and where difference exists is on every issue. The results also indicate that ethical rationale in the travel website depends on managerial philosophy, the support of organization and technology, and reinforcement system. Based on the study, management implications of e-commerce are also suggested.