最近幾年，各大學之學生盜印教科書的情形非常氾濫，故本研究想要了解學生道德意圖影響因素，以Jones的問題權變模型為基礎，再加入情境因素（道德強度、同儕態度、法律知覺）與個人因素（道德哲學、價格知覺、人口統計變數），找出影響學生盜版意圖的因素，並提供一些方法解決問題。
本研究以問卷調查方式進行研究，以虛擬情境得知受訪者道德知覺、道德判斷、道德意圖對盜印教科書的程度，並利用迴歸分析，得知在個人情境及價格情境中，道德知覺與道德判斷呈現正向關係；在個人情境、同儕情境及價格情境中，道德判斷與道德意圖呈現正向關係；在個人情境及價格情境，道德強度與道德知覺呈現正向關係；在個人情境、同儕情境及價格情境中，道德強度與道德判斷呈現正向關係；在同儕情境中，道德強度與道德意圖呈現正向關係；同儕情境在道德知覺、道德判斷的平均數較高；在個人情境、同儕情境及價格情境中，法律知覺與道德知覺呈現正向關係；在個人情境及同儕情境中，法律知覺道德判斷呈現正向關係；在價格情境中，法律知覺與道德意圖呈現正向關係；在價格情境中，價格知覺與道德判斷呈現負向關係；在個人情境、同儕情境及價格情境中，價格知覺與道德意圖呈現負向關係。

In recent years, each university of student copy textbook situation very serious. So the research want to realize that student of moral intent affects factor. The research is based on Jones’ “An Issue-Contingent Model of Ethical Decision Making in Organizations” and increase situation factors (moral intensity, norm or normative expectation, legal) and personal factors (moral philosophy, price, population statistics). Find to affect student of copying factors. Provide some ways to resolve problem.
The research is based on questionnaire to research. The research is based on scenario to know moral issue, moral judgment, and moral intent for copying textbook degree. Use regression analysis to know that moral issue and moral judgment are positive correlation between personal situation and price situation; moral judgment and moral intent are positive correlation between personal situation, norm situation and price situation; moral intensity and moral issue are positive correlation between personal situation and price situation, moral intensity and moral judgment are positive correlation between personal situation, norm situation and price situation; moral intensity and moral intent are positive correlation between norm situation; norm situation of average is higher in the moral issue and moral judgment; legal and moral issue are positive correlation between personal situation, norm situation and price situation; legal and moral judgment are positive correlation between personal situation and norm situation; legal and moral intent are positive correlation between price situation; price and moral judgment are negative correlation between price situation; price and moral intent are negative correlation between personal situation, norm situation and price situation.

目　錄

目　錄 I
圖　目　錄 IV
表　目　錄 V
第一章　緒論 1
1.1 研究背景及動機 1
1.2 研究目的 3
1.3 研究流程 4
第二章　文獻探討 5
2.1 道德和道德決策模型發展 5
2.1.1 道德的意義 5
2.1.2 行銷道德 5
2.1.3 消費倫理 6
2.1.4 道德決策模型的發展 6
2.2 JONES的道德決策與道德強度模型之探討 19
2.2.1 道德決策 19
2.2.2 組織因素 21
2.2.3 道德強度 21
2.3 道德哲學 23
2.4 同儕態度 24
2.5 人口統計變數 25
第三章　研究方法 27
3.1 研究架構 27
3.2 操作型變數定義 28
3.3 假說設立 30
3.4 問卷設計 34
3.5 資料分析方法 35
3.5.1 研究對象 35
3.5.2 抽樣方法 35
3.5.3 分析方法 36
3.5.4 信度分析 36
3.5.5 第一次測驗與第二次測驗的相關分析 37
3.6 回收樣本結構 37
3.6.1 回收樣本之信度分析 37
3.6.2 人口統計變數 38
第四章　研究分析與結果 40
4.1 道德知覺、道德判斷及道德意圖之平均數分析 40
4.2 道德強度 40
4.2.1 三個虛擬情境中的道德強度平均數分析 40
4.2.2 道德強度六構面與道德知覺、道德判斷、道德意圖之相關性 41
4.2.3 道德強度六構面的因素分析 43
4.2.4 道德強度與各情境間之分析 45
4.3 各情境間之分析 46
4.4 研究變項間之相關分析 47
4.5 迴歸分析 49
4.6 人口統計變數與各因素之變異數分析 55
第五章　結論與建議 66
5.1 結論 66
5.2 建議 68
5.3 研究限制 69
5.4 後續研究建議 69
參考文獻 70
附錄一　問卷 78
附錄二　表 82

圖　目　錄

圖1-1 研究流程圖 4
圖2-1 行銷道德決策權變模型 9
圖2-2 個人情境交互作用模型 11
圖2-3 行銷道德一般理論模型 15
圖2-4 行銷道德決策綜合模型 17
圖2-5 問題情境模式 20
圖2-6 軟體盜版模式(1) 25
圖2-7 軟體盜版模式(2) 26
圖3-1 本研究架構 27


表　目　錄

表2-1 道德發展階段表 7
表3-1 操作型變數定義 29
表3-1 操作型變數定義(續) 30
表3-2 本研究之再測信度分析 36
表3-2 本研究之再測信度分析(續) 37
表3-3 回收樣本之信度分析 37
表3-3 回收樣本之信度分析(續) 38
表3-4 人口統計變數之分佈 38
表3-4 人口統計變數之分佈(續) 39
表4-1 道德知覺、道德判斷及道德意圖之平均數分析 40
表4-2 三個道德情境中的道德強度平均數分析 40
表4-2 三個道德情境中的道德強度平均數分析(續) 41
表4-3 個人情境中道德強度與道德決策過程之相關分析 41
表4-4 同儕情境中道德強度與道德決策過程之相關分析 42
表4-5 價格情境中道德強度與道德決策過程之相關分析 42
表4-5 價格情境中道德強度與道德決策過程之相關分析(續) 43
表4-6 個人情境之道德強度因素分析 43
表4-6 個人情境之道德強度因素分析(續) 44
表4-7 同儕情境之道德強度因素分析 44
表4-8 價格情境之道德強度因素分析 45
表4-9 道德強度與各情境間之分析 45
表4-9 道德強度與各情境間之分析(續) 46
表4-10個人情境、同儕情境、價格情境間之分析 47
表4-11個人情境與各因素之相關分析 47
表4-12同儕情境與各因素之相關分析 48
表4-13價格情境與各因素之相關分析 49
表4-14道德知覺與各因素之迴歸分析 50
表4-15道德判斷與各因素之迴歸分析 51
表4-15道德判斷與各因素之迴歸分析(續) 52
表4-16道德意圖與各因素之迴歸分析 53
表4-16道德意圖與各因素之迴歸分析(續) 54
表4-17個人情境之變數與人口統計變數之變異數分析總表 55
表4-17個人情境之變數與人口統計變數之變異數分析總表(續) 56
表4-18個人情境中性別與因素間之變異數分析 56
表4-19個人情境中年齡與因素間之變異數分析 57
表4-20個人情境中學校與因素間之變異數分析 57
表4-21個人情境中身份與因素間之變異數分析 58
表4-22個人情境中年級與因素間之變異數分析 58
表4-23個人情境中可支配所得與因素間之變異數分析 59
表4-24同儕情境之變數與人口統計變數之變異數分析總表 59
表4-24同儕情境之變數與人口統計變數之變異數分析總表(續) 60
表4-25同儕情境中性別與因素間之變異數分析 60
表4-26同儕情境中學校與因素間之變異數分析 60
表4-27同儕情境中身份與因素間之變異數分析 61
表4-28同儕情境中可支配所得與因素間之變異數分析 61
表4-29價格情境之變數與人口統計變數之變異數分析總表 61
表4-29價格情境之變數與人口統計變數之變異數分析總表(續) 62
表4-30價格情境中性別與因素間之變異數分析 63
表4-31價格情境中學校與因素間之變異數分析 63
表4-32價格情境中學歷與因素間之變異數分析 63
表4-33價格情境中身份與因素間之變異數分析 64
表4-34價格情境中可支配所得與因素間之變異數分析 64
表4-35研究假設實證結果 64
表4-35研究假設實證結果(續) 65
表3-5 個人情境中第一次測驗與第二次測驗之社會共識相關分析 82
表3-6 同儕情境中第一次測驗與第二次測驗之道德知覺相關分析 82
表3-7 同儕情境中第一次測驗與第二次測驗之社會共識相關分析 82
表3-8 同儕情境中第一次測驗與第二次測驗之法律知覺相關分析 82
表3-9 第一次測驗與第二次測驗之道德哲學(7)相關分析 82
表3-10第一次測驗與第二次測驗之道德哲學(8)相關分析 82
表3-11第一次測驗與第二次測驗之道德哲學(9)相關分析 82

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二、中文部分
1.吳宏庭，「音樂產品消費價值與消費倫理對盜版/燒錄購買行為關係之研究」，高雄第一科技大學行銷與流通管理研究所碩士論文，民國91年。
2.周科鈞，「電腦軟體個人盜版行為之結構性分析」，台灣大學國際企業學研究所碩士論文，民國85年。
3.施成穎，「跨文化行銷道德決策過程之比較研究」，中山大學企業管理學系研究所碩士論文，民國88年。
4.唐日新，「軟體盜版的因素探討」，中央大學資訊管理研究所碩士論文，民國85年。
5.袁世樽，「行銷人員道德決策過程之研究」，中山大學企業管理學系研究所碩士論文，民國87年。
6.翁煌哲，「以道德強度模型檢測道德判斷與軟體盜版意圖」，中正大學企業管理研究所碩士論文，民國91年。
7.陳嵩，「影響消費者倫理態度及企業倫理態度之因素研究：以本省南區專科學生為例」，技術學刊，第13卷第1期，民國87年，頁123-131。
8.葉俊億，「台灣地區行銷人員行銷道德觀之研究」，中山大學企業管理研究所碩士論文，民國85年。
9.楊語芸譯，心理學，台北：桂冠圖書公司，民國83年。