私人关系对销售人员灰色营销行为决策的影响作用:时机的调节作用  

The Impact of Personal Relationship on Salespersons' Behavioral Decision-making of Gray Marketing: The Moderating Role of Timing

作　　者：彭茜[1,2] 庄贵军[1,2] 周茵[1,2] 

机构地区：[1]西安交通大学管理学院,陕西西安710049 [2]过程控制与效率工程教育部重点实验室,陕西西安710049

出　　处：《预测》2012年第1期8-13,共6页Forecasting

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

摘　　要：本文以营销道德和一体化社会契约理论为基础,检验私人关系对销售人员灰色营销行为决策的影响,特别是时机的调节作用。结果表明:私人关系负向影响契约性道德判断,对文化性道德判断和灰色营销行为倾向无影响;文化性和契约性道德判断负向影响灰色营销行为倾向;时机会调节私人关系同文化性和契约性道德判断、文化性和契约性道德判断同灰色营销行为倾向之间的关系,但对私人关系和灰色营销行为倾向间的关系无调节作用。Based on the theory of marketing ethics and integrative social contract, the impact of personal relationship on salespersons＇ behavioral decision-making of gray marketing, and the moderator effects of timing are empirically tested. This study indicates： personal relationship has significant effect on contract ethical judgment negatively, but doesn＇t impact cultural ethical judgment; both contract and cultural ethical judgment influence the gray-marketing intention negatively; the timing moderators salespersons＇ behavioral decision-making of gray-marketing, except the relationship between personal relationship and gray-marketing intention.

关 键 词：私人关系 时机 文化性道德判断 契约性道德判断 灰色营销 营销道德 

分 类 号：F713.50[经济管理—市场营销]