行为合理化对销售人员灰色营销行为倾向的影响  

The Impact of Behavior Justification on Salespersons′ Behavioral Intention of Gray Marketing

作　　者：彭茜[1] 庄贵军[1] 

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

出　　处：《管理科学》2012年第1期55-65,共11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：以中国企业间购销关系为研究平台,基于卖方视角,以计划行为理论和营销道德理论为基础,实证检验行为合理化对销售人员的灰色营销行为决策的影响,特别是行为合理化的调节作用。运用情境法对148位销售人员进行问卷调查,使用SPSS 15软件进行多元层次回归分析。研究结果表明,计划行为理论对中国销售人员的灰色营销行为有很好的解释作用;行为合理化对销售人员的灰色营销行为没有直接影响,但是会调节不道德性评价和感知的选择自由度与灰色营销行为倾向之间的相关关系,而对感知的支持与灰色营销行为倾向之间的相关关系没有调节作用。Based on the theory of planned behavior and marketing ethics,this paper focuses on the purchase and sale relation between Chinese companies and empirically tests the impact of behavior justification on salespersons′ behavioral decision-making of gray marketing,and the moderator effects of behavior justification from the seller′s standpoint.The scenarios were used to conduct a questionnaire survey to the one hundred and forty-eight salespersons.The multiple regression analysis was implemented by SPSS 15.This paper comes to the following conclusions： The theory of planned behavior could predict and explain the gray-marketing behavior of Chinese salespersons well.Behavior justification doesn′t have direct effect on salespersons′ gray-marketing intention,but it moderators the relationship between salespersons′ un-ethicalness judgment of gray marketing and their intention to adopt gray marketing and the relationship between perceived choice freedom and salespersons′ behavioral intention of gray marketing.However,Behavior justification doesn′t moderate the relationship between perceived supports and salespersons′ gray-marketing intention.

关 键 词：行为合理化 计划行为理论 灰色营销 营销道德 

分 类 号：F713.5[经济管理—市场营销]