臺灣博碩士論文加值系統

隨著消費者意識的抬頭，現今的消費著傾向與有道德的銷售人員購買產品，許多文獻指出，個人的道德判斷是解釋個人道德決策與行為的關鍵因素，本篇研究目的旨在研究顧客特性（包括︰顧客性別、顧客收入、及購買傾向）與銷售人員本身的特性（包括︰銷售人員的理想主義程度、相對主義程度、銷售人員性別），是否會影響銷售人員道德判斷。本研究期望能在高度競爭與消費者意識高漲的時代，提供研究資訊給台灣地區的銷售人員及其所屬公司，進而能讓企業在對顧客獲取信賴與建立長期關係上有所助益。在研究方法上，本研究以台灣地區壽險從業人員為研究樣本，並以多變量共變數分析（MANCOVA）進行資料分析與假設檢定。研究結果發現，本研究所提出的三個銷售人員特性（包括︰理想主義程度、相對主義程度、銷售人員性別）對於銷售人員的道德判斷，會產生顯著影響﹔此外，顧客特性中的顧客性別對於銷售人員的道德判斷，也有顯著影響存在，但顧客的購買傾向、顧客收入等兩項因素，在本研究中卻沒產生相同的結果。藉由本研究所得之結果，本研究提出兩項建議︰一、對銷售人員實行有效的道德教育與訓練︰企業應該減少教條式的道德守則，而應該結合管理實務與現實的道德困境，採取較為實際的道德教育方式，以培養銷售人員的道德敏感度。二、對銷售人員進行道德哲學觀的衡量與篩選︰企業在招募銷售人員時，可以考慮採用一些道德量表或問卷來衡量應徵者與新進人員的道德哲學觀，並搭配實際行為的觀察，對於道德哲學觀與道德行為有問題的銷售人員進行道德教育或職務調整，以免傷害公司形象。

【目 錄】
論文摘要 ………………………………………………i
表目錄 ………………………………………………… iv
圖目錄 …………………………………………………V
第一章緒論 ………………………………………….......1
第一節 研究背景與動機 …………………………………1
第二節 研究目的 …………………………………………4
第二章 文獻探討 ……………………………………..........6
第一節 行銷道德決策理論之探討……………………….6
第二節 銷售人員的道德哲學觀…………………………16
第三節 銷售人員道德判斷之探討……………………….21
第三章 理論模型 ……………………………………......... 31
第一節 研究模型 ………………………………………31
第二節 研究假設 ……………………………………..32
第四章 研究方法 …………………………………….........38
第一節 抽樣計畫與樣本蒐集 ………………………..38
第二節 問卷設計與前測 ………………………………40
第三節 測量變數之定義 ………………………………45
第五章 研究結果 …………………………………….........49
第一節 敘述統計分析 ………………………………….49
第二節 信度分析 ……………………………………….52
第三節 假設檢定 ………………………………………….53
第六章 結論與建議 …………………………………….......62
第一節 討論 ……………………………………………….62
第二節 建議 ………………………………………………66
第三節 未來研究方向 ……………………………………..68
參考文獻 …………………………………………………70
附錄一 本研究問卷………………………………………78

一、中文部分
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2.李惠珍（民82），壽險業務服務品質與顧客滿意度之關係，文化大學國際企業管理研究所未出版碩士論文。
3.林財丁（民83），業務人員心理學，書華出版。
4.吳勇猛、余坤東、陳松柏（民88），企業倫理，國立空中大學印行。
5.邱皓政（民90），社會與行為科學的量化研究與統計分析，五南出版。
6.高博銓（民85），郭爾保道德認知發展論及其德育含義，國立台灣師範大學教育研究所未出版碩士論文。
7.陸幼鄰（民84），台灣壽險業服務品質之研究，國立中興大學企業管理研究所未出版碩士論文。
8.陳英豪（民66），我國青少年道德判斷的發展及其影響的因素，高雄師院學報。
9.陳景堂（民89），統計分析︰SPSS for Windows入門與應用，儒林出版。
10.單文經（民69），道德判斷發展與家庭因素之關係，國立台灣師範大學教育研究所未出版碩士論文。
11.曾光華（民86），行銷學，東大出版。
12.葉日武（民86），行銷學︰理論與實務，前程企業管理公司出版。
13.葉俊億（民85），台灣地區行銷人員行銷道德觀之研究，國立中山大學企業管理研究所未出版碩士論文。
14.葉博文、周小雲、王璟、茆邦傑、林世寅、趙麗華（民85），錯誤的保險，朝陽堂出版。
15.黃俊英（民89），多變量分析，中國經濟企業研究所出版。
16.鄒政下（民78），人壽保險Q&A，商周文化出版。
17.鄭自薔（民84），北市高中職學生道德判斷自我強度與內外控信念之差異及相關研究，國立台灣師範大學教育研究所未出版碩士論文。
18.藍秀璋（民78），保險消費者的權利與義務，書全出版。
19.顏月珠（民85），商用統計學，三民出版。
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