消費者道德判斷：在中華文化影響之下

Consumers' Ethical Beliefs: The Influence of Chinese Culture

毛智瑋(Chih-Wei Mao)

指導教授 ： 黃文曄 ； 郭敏珣 ； 張玉萱

元智大學/管理學院/企業管理學系/碩士(2009年)

https://doi.org/10.6838/YZU.2009.00293

摘要

Chinese people have been ill reputed for lower ethical standard for years, especially the piracy, and legislation would have a very limited impact on those behaviors of buying and using counterfeit products. Since many thinkers believe that it may be the key to understand morality through cultural differences in moral rules. Therefore, this study tries to understand the ethical judgments of Chinese consumers with the influence of Chinese culture.
This study conducted the Hunt-Vitell model to examine the ethical judgments of Chinese consumers. According to the influence of Chinese culture, the consumers tend to be lack of social morality in public sphere. In the findings, it showed that Chinese consumers tend to adopt relativistic philosophy in forming their ethical judgments. However, Chinese consumers are unacceptable of arguable consumer practices in a public retail business. The implications for marketers, policy makers, and researchers are provided in this study.

關鍵字

消費者道德 ； 道德判斷 ； 中華文化

並列摘要

Chinese people have been ill reputed for lower ethical standard for years, especially the piracy, and legislation would have a very limited impact on those behaviors of buying and using counterfeit products. Since many thinkers believe that it may be the key to understand morality through cultural differences in moral rules. Therefore, this study tries to understand the ethical judgments of Chinese consumers with the influence of Chinese culture.
This study conducted the Hunt-Vitell model to examine the ethical judgments of Chinese consumers. According to the influence of Chinese culture, the consumers tend to be lack of social morality in public sphere. In the findings, it showed that Chinese consumers tend to adopt relativistic philosophy in forming their ethical judgments. However, Chinese consumers are unacceptable of arguable consumer practices in a public retail business. The implications for marketers, policy makers, and researchers are provided in this study.

並列關鍵字

consumer ethics ； ethical judgments ； Chinese culture ； Relativism ； Idealism

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