詐術行銷行為之模式建立

Deceptive Marketing Behavior and Model Building

周政德(Cheng-Te Chou) ； 羅芬芳(Feng-Fang Luo)

《創新研發學刊》 7卷2期 (2011/12) Pp. 30-47

https://doi.org/10.30080/JIRD.201112.0003

摘要

現代文明的進步造就了社會的繁榮，人類愈講求物質的享受。惟因社會價值觀的轉變及成功定義扭曲物化等諸多因素，衍生了不少「不勞而獲」的犯罪行為。其中詐欺案件頻仍與愈發猖獗，不但使得民眾財產遭受平白損失，而且嚴重妨害社會秩序與善良風俗。觀諸所有詐術的行為，無非想盡其聳動與吸引的言詞或態度，透過個別（通常沒有團體的受害者）的詐騙技巧，讓受害者倉促中不察，萃而不防的投其陷阱。此種方式猶如商場上之買賣關係，亦如行銷管理中的一對一行銷（One-to-One Marketing），即詐術行為人（銷售者）利用各項行銷模式引發受害者（顧客）的涉入行為，達成其購買的最終目的。因此學者Kenneth R. Lord（1997）認為詐術行銷行為是一個現代企業環境廣告倫理的問題，可混淆消費者並傷害競爭者。故美國聯邦貿易委員會加強透過修法來修補各州間詐術行銷行為，特別是欺騙或不公平的行銷活動（Ann C. Morales, 1998）。此外在加拿大地區因詐術行銷的增加，尤以訂價、商業廣告等，政府乃積極制定相關法律來遏止（Anthony F. Baldanza,1999）。本篇論文即以行銷倫理相關之理論基礎推演，透過質性分析，導出詐術行銷（Deceptive Marketing Behavior）之決策行為模式與其間之相關命題。

關鍵字

詐術行銷行為 ； 企業倫理 ； 行銷倫理 ； 社會責任

並列摘要

Modern civilization's progress has accomplished social prosperity. Because only the social values' transformation and the success definition distortion transformation and so on many factors grew many ”attains without effort” the criminality. And deceptive case frequently with increasingly rampant, not only causes the populace property to suffer the even white loss, moreover hinders the social order and the good custom seriously.Observes various all trickeries the behavior, nothing but wants it to shrug with the attraction expression or the manner. Lets the victim hurried not know that suffers injury. This way just likes in the market business relates as (One-to-One Marketing). Therefore scholar Kenneth R. Lord (1997) thought that the deceptive marketing behavior is one modern enterprise environment advertisement ethics question, may confuse the consumer and injure the competitor. Therefore the US Federal Trade Commission strengthens by repairs the law to patch during various states the deceptive marketing behavior. Specially deceives or unfair marketing (Ann C. Morales, 1998). In addition because the trickery marketing increases (particularly set price, commercial advertizing) in the Canadian area. The government is especially makes the related law to suppress positively (Anthony F. Baldanza, 1999). This paper namely sells of rationale ethics related to deduce, by the nature analysis, derives the trickery marketing (Deceptive Marketing Behavior) the decision-making behavior pattern and during the related proposition.

並列關鍵字

Deceptive Marketing Behavior ； Business Ethics ； Marketing Ethics ； Social Responsibility