灰色营销的道德评价和行为倾向——参考群体的影响  

Ethical Evaluation on Salespersons′ Behavioral Intention of Gray Marketing——The Impact of Reference Groups

作　　者：彭茜[1] 庄贵军[1] 郭艳霞[1] 

机构地区：[1]西安交通大学管理学院,西安710049

出　　处：《管理科学》2009年第3期57-64,共8页Journal of Management Science

基　　金：国家自然科学基金(70672055);教育部新世纪优秀人才支持计划(NCET-06-0853)~~

摘　　要：基于营销道德理论与相关的研究文献,以中国企业间销售-采购这一层面为研究平台,以卖方的立场实证性地检验组织内、外参考群体行为倾向和销售人员的灰色营销道德评价对销售人员灰色营销行为倾向的影响。采用情景法设计调查问卷,共回收有效问卷148份,利用SPSS 15软件进行统计分析。研究结果表明,卖方同事和领导的灰色营销行为倾向降低销售人员不道德的评价,提高灰色营销行为倾向,并对销售人员的灰色营销行为倾向产生直接的影响,促使其倾向于采用灰色营销行为;竞争者的灰色营销行为倾向对销售人员的灰色营销行为倾向产生直接的影响,诱使其倾向于采用灰色营销行为。最后讨论研究结果的实践意义和未来的研究方向。Based on the theory of marketing ethics and relevant literatures, this paper empirically tests the effect of reference groups＇ behavior intention and salespersons＇ ethical evaluation on their behavioral intention of gray marketing from the seller＇s standpoint. This study establishes a situation-based questionnaire, gathers 148 valid ones and uses SPSS 15 to statistically analyze them. It comes to the following conclusions： Referent groups＇ gray behavioral intention of organization, not only has negative impact on salespersons＇ judgment of un-ethicalness of gray marketing, which in turn increases their intention of gray marketing practice, but also has direct and positive impact on salespersons＇ intention to adopt gray marketing. Competitors＇ behavioral intention has direct and positive impact on salespersons＇ intention to adopt gray marketing. The implications of the findings are suggested then.

关 键 词：灰色营销 参考群体 灰色营销行为倾向 道德评价 营销道德 

分 类 号：F713.5[经济管理—市场营销]