頁籤選單縮合
題 名 | 跨文化行銷道德決策過程之比較性研究--美國、法國和臺灣MBA學生之比較=A Cross-cultural Study of Ethical Decision Making in Marketing--A Comparison of American, France and Taiwanese MBA Students |
---|---|
作 者 | 凌儀玲; 周逸衡; 巫喜瑞; | 書刊名 | 中山管理評論 |
卷 期 | 10:4 民91.冬 |
頁 次 | 頁707-737 |
分類號 | 496.5 |
關鍵詞 | 文化; 道德決策過程; 道德強度; 道德哲學; Culture; Ethical decision making; Moral intensity; Moral philosophy; |
語 文 | 中文(Chinese) |
中文摘要 | 隨著全球化的潮流,充分瞭解不同文化對行銷道德的影響是日益重要的課題。本研究的目的在探討行銷人員在面對行銷道德問題時,所遭遇情境的道德強度、個人道德哲學以及文化差異性,所對個人道德決策過程的直接和間接影響。本研究以問卷作為調查工具,調查的對象為法國、美國和台灣地區管理學院碩士生。此外,本研究採用線性結構模式作為分析方法,以驗證研究架構以及各變項間之關係。結果顯示,文化因素會顯著地影響道德強度之知覺,但在不同的文化情境下其影響關係不同。而道德強度知覺亦會正向影響道德知覺,同時,道德決策過程中之三個階段間呈正向關係。最後,個人道德哲學僅在法國和美國中分別對道德意圖和道德知覺具正向影響關係。 |
英文摘要 | The purpose of this research is to discuss the role of cultures in the marketing ethical decision-making procedure as well as the influence of the moral intensity and moral philosophy on ethical decision-making in marketing among American, France and Taiwanese. We use the questionnaires as data collecting tools. The samples are selected from Taiwan, American and France MBA students who have similar age and education background in order to lessen the interference of non-cultural factors. Besides, we use the structural equation modeling to test the proposed model and hypotheses. The results indicate that under any cultural environment there is a positive relationship among stages of ethical decision-making, and moral intensity has a positive relationship with the ethical perception. There are different relationships among moral philosophy and three stages of ethical decision-making in different countries. Different cultures will play different roles in the ethical decision-making procedure. |
本系統中英文摘要資訊取自各篇刊載內容。