| Summary: | 碩士 === 元智大學 === 企業管理與服務科學學程 === 99 === Global financial crisis in the late 2000s not only reflected the negative effects of questionable conducts of marketers but also connected with the problems of unhealthy business operating condition (Hoen, 2009; Slonim, 2008). Condition of information asymmetry and lack of being communicated honestly by marketers tend to limited abilities of stakeholders to regulate behavior of marketers and make comprehensive evaluations toward issues relevant to them (Basle Committee on Banking Supervision, 1998). These all highlighted the significance and necessity of composing transparency in business contexts. The condition of transparency is believed to facilitate the ethical conducts of companies (Dubbink, Graafland & Liedekerke, 2008). Hence, this study especially incorporates the concept of transparency with the existing ethical decision making models to specify the relationship between transparency and ethical conducts of marketers. Several propositions are further developed separately from the aspects of individual factors, organizational factors (opportunity and significant others) and perceived ethical issues/dilemma. In the end of this research, managerial implications and suggestions are provided as the guidance to help companies correctly establish transparency, as a result, bring out ethical conducts of marketers and further reinforce the ethical atmosphere in business contexts.
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