道德哲學與道德強度對行銷道德決策過程之影響

The Influence of Moral Philosophy and Moral Intensity on the Marketer's Ethical Decision-making Process

周逸衡(Jacob Y. H. Jou) ； 凌儀玲(Amy Yi-Ling Lin) ； 巫喜瑞(Cedric Hsi-Jei Wu)

《Asia Pacific Management Review》 5卷4期 (2000/12) Pp. 467-485

https://doi.org/10.6126/APMR.2000.5.4.06

摘要

當組織內成員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。因此，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道德哲學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，本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；而「潛在損害」則是在後期對於道德問題的對錯判斷與道德意圖建立階段時有較顯著的影響力。同時，個人道德哲學也分別在不同的道德決策過程階段具有顯著性的影響。

關鍵字

行銷道德決策 ； 道德強度 ； 道德哲學

並列摘要

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 tried to explore the relation between stages of ethical decision-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. After the 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. Moral philosophy factor also affected the different ethical decision-making process.

並列關鍵字

Ethical Dcision-making Process ； Moral Intensity ； Moral Philosopy

參考文獻

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