謀而好禮乎？不言私利的雙文化自我觀

本研究主要是從西方個人主義和華人關係主義的雙文化自我觀，說明不言私利是以社會合宜的方式來獲得個人利益，可同時滿足謀而好禮的動機。研究者以台灣一般大眾為對象，利用調查法蒐集393份有效問卷，探討不言私利的社會合宜和個人喜歡對行為意向的影響如何受馬基維利主義和個人取向與社會取向所調節。迴歸分析發現：（1）不言私利的社會合宜和行為意向的相關受到馬基維利主義與社會取向交互作用所調節，進一步分析發現，愈認為不言私利的社會合宜性高，不言私利的行為意向也愈高，兩者的關係以「低馬基維利主義－高社會取向」組最高，「高馬基維利主義－低社會取向」組次之，「高馬基維利主義－高社會取向」組再次之，「低馬基維利主義－低社會取向」組最低。（2）不言私利的個人喜歡對行為意向有主要效果，不受其他變項所調節。亦即無論是誰，個人對不言私利的喜歡程度愈高，不言私利的行為意向也愈高。研究結果支持研究假設：不言私利是以社會認可的合禮方式來謀取個人私利。研究最後討論華人社會的利己和利他。

關鍵字

和諧；道德；利益；利己；利他

並列摘要

The study aimed to examine unexpression of self-interest, a socially appropriate means of obtaining individual benefits, from the bicultural self-perspectives of Chinese relationalism and western individualism. Multiple regression analysis of data from 393 adults aged 18 to 65 in Taiwan showed that the positive correlation between social appropriateness of unexpression of self-interest and behavioral intention toward it was moderated by interaction of Machiavellianism and social-oriented self. Further analysis indicated that the correlation was the strongest among the respondents with low Machiavellianism and high social-oriented self; the second, with high Machiavellianism and low social-oriented self; the third, with high Machiavellianism and high social-oriented self; the least, with low Machiavellianism and low social-oriented self. Additionally, only a main effect of personal liking of unexpression of self-interest on behavioral intention toward it was found, but no evidence for any moderating effect. The hypothesis that the unexpression of self-interest was used to obtain individual benefits in a socially appropriate way in Chinese society was supported. The study concluded with the discussions on altruism and egoism in Chinese society.