資訊服務廠商行銷道德決策過程研究

Marketing Ethical Decision Making by Information Service Enterprises

傅豐玲(Linda Fong-Ling Fu) ； 顏小娟(Hsiao-Chuan Yen)

《資管評論》 11期 (2002/12) Pp. 31-56

https://doi.org/10.6131/MISRb.200212_(11).0001

摘要

本研究參考Jones（1991）道德權變模型，並根據台灣資訊軟體產業所面臨的重要道德議題，以自行發展出的四個道德兩難的情境：「MP3壓縮軟體」、「代理國外軟體」、「軟體開發」及「軟體維護」，探討（1）各情境之道德強度；（2）道德強度對道德決策過程三階段：道德認知、道德判斷、道德決策之預測效果；及（3）道德決策三階段間的預測效果。以台灣軟體協會廠商會員的高階主管為母體進行問卷調查，有效回收問卷100份，回收率18%。由各情境之道德強度平均數分析顯示四個情境均為具道德爭議之情境，其中前兩個與後兩個情境兩兩間相似性近。以因素分析法將道德強度萃取出「潛在損害」與「社會壓力」兩個構面。由因素負荷量來看，「結果嚴重度」、「結果發生機率」是「潛在因素」構面最重要的兩項變數，「社會共識」是「社會壓力」構面最重要的變數。統計相關及迴歸分析結果顯示在前三種情境中道德強度的兩項構面因素「潛在壓力」及「社會壓力」均對道德決策各階段：道德知覺、道德判斷及道德意圖有顯著正相關且有顯著之預測能力。在道德決策過程中，道德知覺對道德判斷、道德判斷對道德意圖亦均有顯著正相關與預測力；顯示Jones的道德權變模型是很合適衡量資訊行銷倫理議題的道德決策模式，本研究所開發出的情境工具也十分適合本國國情及可信。

關鍵字

行銷道德決策 ； 資訊道德議題 ； 道德權變模型

並列摘要

The study was based on the Issue Contingency Model by Jones (1991). We developed four possible important ethical scenarios which the marketing professionals of the software industry in Taiwan might face. They were named ”Compactation of MP3”、”Agency of software”、”Software development” and ”Software maintenance”. The first purpose of the study was to investigate the degree of the ”moral intensity” in each scenario. The second purpose was to validate the predictability between moral intensity and the three stages on ethical decision process: moral recognition, moral judgment and moral intention. And the third was to validate the predictability among the above three stages on ethical decision process. A mailing survey was sent to the top management members at Software Association in Taiwan. The valid sample was 100 with an 18% declared response rate.Statistical means of moral intensity on the four scenarios matched the basic requirement of ethical issues. The first two scenarios were similar to each other while the last two were alike as well. Two factors: potential damage and social pressure were extracted from the items of moral intensity by factor analyses. The variables: magnitude of consequence and probability of effect were of highest factor loadings in the dimension of potential damage. Variable social consensus had higher factor loading in the dimension of social pressure. Through the statistical methods correlation and regression analyses, factors: potential damage and social pressure were proven to be significantly correlated with and predictable to variables in each stage of ethical decision process: ethical recognition、ethical judgment and ethical intention. The results proven that the Issue Contingency Model is a suitable model for measuring marketing ethical decisions in software industry. The results also indicated that the measuring instruments developed in the study are reliable and suitable for Taiwan software industry.

並列關鍵字

Marketing ethical decisions ； Issues of information ethic ； Issue contingency model

參考文獻

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