The Ethical Decision-Making Process of Marketers

• Main Authors: Yuan, Andrew Shih-Tsun, 袁世樽
• Other Authors: Jou, Jacob
• Format: Others
• Language: zh-TW
• Published: 1998
• Online Access: http://ndltd.ncl.edu.tw/handle/69059161315064372933

碩士 === 國立中山大學 === 企業管理學系 === 86 === 　　Based on Jones issue contingent model and Ferrell''s sysnthesis model, this research attempted to develop a consistent and valid tool to investigate the ethical decision-making process of marketers in Taiwan, especially the influences of moral intensity and contigent factors on ethical decision-making process. This research also tried to explore the relation between stages of ethical decision-making process. 　 After depth interview, expert discussion, and three times tests, the researcher developed 4 scenarios that fit the research purpose. This research adopted these 4 scenarios as the survey tool, and surveyed marketers in Taiwan. The analysis of this research includes: general statistics of moral intensity and ethical decision-making, correlation analysis and regression analysis between these two variables, and ANOVA analysis of the contingent factors and ethical decision-making. 　　After the survey, this research got the following conclusions: 　　1.The six moral intensity variables could be extracted to two factors that called potential harms and social pressure. 　　2.Moral intensity positively correlated ethical decision-making, and it was a good regression predictor of ethical decision-making. 　　3.Contingent factors affected the ethical decision-making. 　　4.There were positive correlation between stages of ethical decision-making. 　 Besides, this research had the following implications for managers : 　　1.Managers can forecast ethical decision-making levels by moral intensity, and then he can manager it according to situations. 　　2.Managers can adopt the tools and survey data as a scale tool to investigate the ethical levels of the employed.