臺灣博碩士論文加值系統

依據Jones的權變模型及Ferrell的綜合模型，本研究企圖發展一種一致性的、有效的結論，調查在台灣南部地區銀行業從業人員的授信行為倫理決策。尤其是道德強度和權變因素對倫理決策的影響。本研究也嘗試探索倫理決策過程各階段的關係。
經過深度訪問，學者專家討論發展出適合研究目的之三種情境。並以此三種高信度、效度的倫理情境做為調查工具。以台灣南部地區銀行業從業人員為抽樣對象。分析方法包括：檢驗道德強度對倫理決策的迴歸解釋力，同時以SPSS分析權變因素與倫理決策之關係。
本研究結果發現：
1.道德強度與倫理決策大部份有正相關關係。
2.權變因素確實影響倫理決策過程。
3.倫理決策過程各階段之間具有正相關性。
4.道德發展層次與倫理認知、倫理判斷有正關性。
5.倫理規範與倫理判斷具有正相關性。
6.處罰嚴厲與倫理認知大部份具有正相關性。
此外，本研究對於管理者而言，具有以下之意涵：
1.情境的道德強度高低，會影響決策者的決策水準。故管理者可預測並應用之。
2.決策不同階段的權變因素亦不相同，管理者亦當權變應用之。

Based on Jones’ issue contingent model and Ferrell’s synthesis model, this research attempted to develop a consistent and valid Conclusions to investigate the ethical decision-making process of bank staff’s loan behavior in Taiwan Southern Regional especially the influences of moral intensity and contingent factors ethical decision-making. This research also tried to explore the relation between stages of ethical decision-making process.
After depth interview, expert discussion, the researcher developed 3 scenarios that fit the research purpose. This research adopted these 3 scenarios as the survey tool, and surveyed bank staff’s loan behavior in Taiwan Southern Regional. The analysis of this research includes：general statistics of moral intensity and ethical decision-making, correlation analysis and regression analysis between these two variables, and SPSS analysis of the contingent factors and ethical decision-making.
After the survey, this research got the following conclusions:
1.Moral intensity almost positively correlated ethical decision-making.
2.Contingent factors affected the ethical decision-making.
3.There were positive correlation between stages of ethical decision-making.
4.Moral development level positively correlated ethical Cognition and ethical judgment.
5.Ethical normal positively correlated ethical judgment.
6.Punishment almost positively correlated ethical Cognition.
Besides, this research had the following implications for managers：
1.Managers can adopt the tools and survey data as a scale tool to investigate the ethical levels of the employed.
2.Managers can forecast ethical decision-making levels by moral intensity, and then he can manage it according to situations.

中文摘要………………………………………………………………………………i
英文摘要………………………………………………………………………………ii
致謝……………………………………………………………………………………iv
第壹章　緒論
　第一節　研究動機…………………………………………………………………1
　第二節　研究目的…………………………………………………………………2
　第三節　研究流程與論文架構……………………………………………………3
第貳章　文獻探討
　第一節　倫理、道德與行銷倫理…………………………………………………5
　第二節　Jones(1991)倫理決策議題之「問題權變模式」……………………17
　第三節　個人因素………………………………………………………………22
　第四節　組織因素………………………………………………………………26
　第五節　環境因素與個人知覺…………………………………………………31
第參章　研究方法
　第一節　研究架構………………………………………………………………34
　第二節　研究假設………………………………………………………………36
　第三節　研究構面之衡量變項及操作性定義…………………………………37
　第四節　研究工具………………………………………………………………42
　第五節　資料分析方法簡介……………………………………………………45
第肆章　實證研究結果
　第一節　敘述性統計資料分析…………………………………………………48
　第二節　信度分析………………………………………………………………50
　第三節　假設驗證………………………………………………………………51
第伍章　結論與建議
　第一節　結論……………………………………………………………………63
　第二節　彙總建議………………………………………………………………69
　第三節　研究限制………………………………………………………………70
參考文獻……………………………………………………………………………71
附錄…………………………………………………………………………………84
表目錄
表1-1 訪談專家學者－銀行員工授信不倫理行為………………………………………2
表2-1道德發展層次表……………………………………………………………25
表4-1 研究樣本之人口統計特性…………………………………………………………49
表4-2 ~4-42 …………………………………………………………………………………50
表5-1 結果摘要與分析……………………………………………………………………64
圖目錄
圖1-1　研究流程圖…………………………………………………………………………4
圖2-1　Hunt and Vitell道德理論關係圖…………………………………………………6
圖2-2　行銷倫理一般理論…………………………………………………………………15
圖2-4　Ferrell and Gresham（1989）「行銷組織中倫理的權變模式」…………………16
圖2-5　JONES倫理決策議題之「問題權變模式」權變模式…………………………17
圖2-6　倫理氣候的類型……………………………………………………………………29
圖3-1　研究架構圖…………………………………………………………………………35

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