企業倫理規範對倫理銷售行為影響之研究

對企業內從事銷售工作的人而言，可以從交易的過程中得到適度的報酬。然而，銷售人員為了得到報酬以及績效達成，或有不倫理銷售行為的情況出現，若不能阻止此行為，便會造成經營風險。企業倫理規範可協助銷售人員履行倫理銷售義務，提升企業形象，並幫助銷售人員了解道德界線以做出正確道德決策，如此才能與客戶建立長期誠信的銷售關係。因此，本研究目的在檢視企業倫理規範對倫理銷售行為之影響。本研究以證券營業員為對象，發放問卷480份，有效樣本共376份。研究結果顯示，（1）銷售誠信會正向影響倫理銷售行為；（2）組織誠信會正向影響倫理銷售行為；（3）制度與教育訓練會正向影響倫理銷售行為；（4）單位管理者之倫理守則會正向影響倫理銷售行為。

關鍵字

企業倫理規範；倫理銷售行為

並列摘要

Sales is the process of presenting the benefits provided by commodities to satisfying customer needs, an exchanging process from which whoever engages in sales work can obtain an appropriate compensation. However, it is exposed from time to time that unethical sales behaviors happen in order to get the compensation and achieve certain performance. However, business risks will be caused if such behaviors cannot be prevented. The enterprise ethical codes can help enterprises fulfill ethical sales obligations and promote image, and help sales personnel understand ethical boundaries and make correct ethical decisions to establish a long-term and honest relationship with customers. The main purpose of this study was to test the effect of enterprise ethical codes on ethical sales behavior. Brokers with frequent contact with customers are considered as research sample of this study. Out of 480 formal questionnaires distributed, 376 questionnaires were valid samples. Study results showed that, (1) Sales integrity of enterprise ethical codes has a positively effect on ethical sales behavior. (2) Organizational integrity of enterprise ethical codes has a positively effect on ethical sales behavior. (3) System and training of enterprise ethical codes have a positively effect on ethical sales behavior. (4) Ethical norms for managers in enterprise ethical codes have a positively effect on ethical sales behavior.