2008年所發生的金融海嘯對全世界的金融體系造成了非常大的影響,金融海嘯發生時,很多大公司諸如雷曼兄弟和AIG等等都遭受巨大的財物損失最終甚至破產,從金融海嘯發生的原因來探討,銷售人員的不當推銷成了最主要的原因之一,因為買賣雙方存在著資訊不對稱,使得銷售人員有機會行使不道德行銷以賺取更多報酬,但到了最後,卻發生大多消費者因為付不出貸款而申請破產,而銀行也被大量的呆帳拖垮,近而影響到整個世界的金融體系,所以試著找出預防銷售人員行使不道德行銷的方式是刻不容緩的。 本研究提出以建立雙向的資訊交流來實現透明度,並說明透明度的建立會影響道德決策過程,尤其是會影響到個人道德哲學和道德意圖之間的關係。並透過行銷領域所發生的道德困境或道德問題,瞭解透明度的建立是否會對道德決策中,從道德哲學引申出的道德判斷與道德意圖產生影響,其影響變化為何。進一步希望能夠幫助消弭賣賣雙方在地位與資訊方面的不對稱,減少銷售人員的不道德行為,避免行銷糾紛的發生。 本研究採用情境式問卷調查方式進行實證資料之蒐集,並使用二因子變異數分析探討透明度對道德判斷與道德意圖的調節關係。結果發現,透明度之調節效果,當透明度高低不同時,道德判斷和道德意圖之間的關係也會不同。
In 2008, global financial crisis caused great damages on financial institutions all over the world. During that period of time, many big companies all had been suffering from huge loss and even went bankrupt. Unethical conducts from salespeople and financial institutes became the main factors which caused this financial crisis. This study tries to explore whether the effect of transparency would be the preventing method for unethical marketing practices from happening. Questionnaire of scenarios is used to collect data, and then adopted Two-Way ANOVA to explore the moderating role of transparency on the relationship between ethical judgments and ethical intentions. The consequence showed that transparency has moderate effect. Once the transparency is exist, the influence of ethical judgments derived from personal moral philosophies on ethical intentions will be diminished and the opportunistic behavior can be prevented.