- 學位論文
網路道德兩難情境下之消費者道德決策模式 -認知失調、個人差異的調節效果
Consumer Moral Decision Making of Notwork Moral Dilemma Situation - The Conditioning Effect of Cognitive Dissonance and the Individual Different Variable
摘要
網路蓬勃發展的世代下，網路使用者急劇增長，網路社群網站的成員們互動逐漸繁多，隨著網路社群網站的消費者之間的道德意識與人格特質的不同，致使甚多的道德議題與不道德行為衍生。然而，當社群網站上的消費者面臨到道德兩難時，如何做出適當的判斷，減少道德問題衍生，將是一大難題。因此，本研究探討消費者面臨道德兩難的困境下，消費者道德意識對於消費者道德判斷之影響，進而對於不道德行為之影響。在進一步探討認知失調與個人差異變數之調節效果。 本研究之研究對象為社群網站的消費者，並採用便利抽樣調查，共發放861份問卷，有效問卷為762份。所採用分析方法，包括敘述性統計分析、信度分析、效度分析、結構方程模式等。本研究探討消費者道德意識對道德判斷之影響，其結果得知，在整體、隱私情境、詐騙情境樣本中目的論、道義論、綜合論評估對於消費者道德判斷影具有正向顯著影響。而消費者道德判斷對於消費者不道德行為具有負向顯著影響。最後，認知失調及個人差異變數會調節消費者道德判斷對於消費者不道德行之影響；而個人差異變數會調節消費者道德意識對於消費者道德判斷效果各不相同。
並列摘要
In the generation of fast growing network, the internet users increase rapidly. The interaction between the members of social network websites increases gradually. Due to the different moral consciousness and personality of the consumers of the social network websites, many moral issues and immoral behavior are derived. When the consumers of the social network websites face the moral issue, it is a big problem for them to make proper judgement to minimize the moral issues derived. Therefore, this research studied when the consumers face the moral problems, the effect of their moral consciousness on their moral judgement, and the effect on the immoral behavior. The conditioning effect of cognitive dissonance and the individual different variable were also studied. The object of study of this research is the consumers of the social network websites. Convenience sampling was applied. There were 861 questionnaires delivered and 762 valid questionnaires were returned. The analysis including Descriptive Statistics, Reliability Analysis, Validity Analysis, and Structural Equation Modeling were applied. This research has studied effect of moral consciousness of the consumers on moral judgement. The result shows that the teleology, deontology, and psychosynthesis have positive effect to the moral judgement of the consumers in the overall situation, private situation and cheating situation of the samples. Besides, the moral judgement of the consumers has significant negative effect on immoral behavior. Finally, the cognitive dissonance and individual different variable will modulate the effect of moral judgement on immoral behavior. Besides, individual different variable will modulate the moral consciousness of the consumers causing different effect on their moral judgement.