灰色营销决策中的道德强度结构及其影响机制研究  

An Empirical Study of the Dimensions and Effects of Moral Intensity on Decision-Making in Gray Marketing

作　　者：彭茜[1] 陈凯[1] PENG Qian;CHEN Kai(The School of Economics and Management, Beijing Forestry University, Beijing 100083, China)

机构地区：[1]北京林业大学经济管理学院,北京100083

出　　处：《商业经济与管理》2017年第12期60-76,共17页Journal of Business Economics

基　　金：国家自然科学基金青年项目"关系;参考群体行为和销售人员灰色营销决策"(71302026);中央高校基本科研业务费专项资金资助(BLX2012009;JGTD2015-07)

摘　　要：文章以Jones的道德强度理论和灰色营销理论为基础,在灰色营销情境下,从卖方视角实证性地检验了道德强度的维度结构以及其对灰色营销道德决策的影响作用,特别是道德强度维度间交互作用的影响。运用因子分析及多元层次回归对收集的数据进行分析,结果表明:道德强度可以分为六个维度;除后果发生的可能性之外的五个维度对道德判断有直接的影响作用;除后果的严重性和后果的集中程度之外的四个维度对灰色营销行为倾向有直接的影响作用;而且社会共识和后果发生的可能性、亲密度、后果的集中程度之间的交互作用会影响道德判断,社会共识和后果的直接性之间的交互作用会影响灰色营销行为倾向;道德判断会影响灰色营销行为倾向。Based on Jones＇s moral intensity theory and gray marketing, this paper empirically tests the dimension structures of moral intensity, the impact of moral intensity on the gray-marketing decision making, and the interaction effects of moral intensity di- mensions from the seller＇s standpoint. This study comes to the following conclusions： Moral intensity can be divided into six dimen- sions, five of them having direct effects on ethical judgment in addition to the probability of effect and four of them having direct effects on gray-marketing intention except magnitude of consequences and concentration of effect. The interactions between social consensus and probability of effect, proximity, concentration of effect influence the moral judgment,and the interaction between so- cial consensus and temporal immediacy affects the gray-marketing intention. Finally, ethical judgment influences the intention of gray-marketing behavior.

关 键 词：道德强度 道德强度维度 交互作用 灰色营销 营销道德 

分 类 号：F713.50[经济管理—市场营销]