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研究生:陳蘋嵐
研究生(外文):Priscilla Chen
論文名稱:大專學生網路消費倫理之探究
論文名稱(外文):An Empirical Investigation on College Students’ E-Consumer Ethics
指導教授:盧龍泉盧龍泉引用關係
學位類別:碩士
校院名稱:國立中正大學
系所名稱:企業管理所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:英文
論文頁數:57
外文關鍵詞:Consumer E-ethicsMachiavellianismAttitude Toward InternetCulture Difference
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The purpose of this study was to explore students’ perceptions and attitudes toward Internet aberrant behaviors and examine the differences of E-ethics across cultures. Data was collected from 365 students (most were undergraduate and graduate students) in Taiwan and other countries. It was found that most respondents spend 2 to 5 hours a day browsing the Internet. High percentage of the respondents thought “’Illegal and Questionable activities” were wrong; while lower percentage considered factors of “Human Internet Trade” and “Downloading Material” were wrong. In addition, in Machiavellianism scale, high percentage of the respondents thought people who do not completely trust others, who want to get ahead, and like to lie to others have higher degree of Machiavellianism. About scale of consumers’ attitude toward Internet, high percentage of the respondents thought they themselves like shopping over the Internet; while lower percent trust advertisements on the Internet, and think E-commerce is safe. More than five different cultures were compared in this study: Taiwan, China, U.S. & U.K., Indonesia and Malaysia, and other countries. As a whole, respondents from Southeast Asia had the highest E-ethics and China had the lowest. On the average, students in Taiwan had higher E-ethics than other respondents. Results indicated that consumers’ Machiavellianism had significant, negative relationship on their E-ethics; while their attitudes toward Internet were not significantly related with E-ethics. Furthermore, in this study, culture differences weren’t influential to consumers’ E-ethics because most respondents were from Taiwan, Malaysia and Indonesia where traditions and customs are similar.
ABSTRACT…………………………………………………………….ii
LIST of TABLES……………………………………………………….v
LIST of FIGURES……………………………………………………...vi

CHAPTER ONE
INTRODUCTION…………………………………………………..… 1
I. Background and motivation of the study…………………………………..... 1
II. Purpose of the study…………………………………………………………... 2
III. Process of the study………………………………………………………….... 3

CHAPTER TWO
LITERATURE REVIEW………………………………………………6
I. Consumer Ethics………………………………………………………………..6
II. Consumers’ Internet-related Misbehaviors……………………………....….15

CHAPTER THREE
RESEARCH FRAMEWORK & HYPOTHESES………………...…20
I. Research framework…………………………………………………………..20
II. Research hypotheses ………………………………………………………….22

CHAPTER FOUR
RESEARCH METHODOLOGY……………………………………..25
I. Questionnaire Design……………………………………………………….....25
II. Sampling Frame…………………………………………………………….....26
III. Measures…………………………………………………………………..….27

CHAPTER FIVE
DATA ANALYSIS …………………………………………………..…29
I. Sample Characteristics………………………………………………………..29
II. Factor and Reliability Analysis…………………………………………….....30
III. Regression and ANOVA Analysis…………………………………………..…36

CHAPTER SIX
CONCLUSION AND DISCISSION………………………………….41

REFERENCES……………………………………………………..….43

APPENDIX: List of Scale Items……………………………………...53


LIST of TABLES
Table 2-1 Consumer Ethics Researches About U.S. Head-of-Households…...…...8
Table 2-2 Consumer Ethics Researches About Students…………………………...9
Table 2-3 Consumer Ethics Researches With SingleCountry……………………10
Table 2-4 Consumer Ethics Researches Across Culture………………………….13
Table 5-1 Characteristics of the sample…………………………………………...29
Table 5-2 Factor loadings for rotated component matrix for Internet related aberrant behaviors………………………………………………….…31
Table 5-3 Descriptions of MACH IV scale………………………………………...34
Table 5-4 Descriptions of attitude toward Internet scale………………………...35
Table 5-5 Regression Analysis……………………………………………………...37
Table 5-6 Culture Differences in Consumers’ E-ethics…………………………..39
Table 5-7 Results of ANOVA………………………………………………………40

LIST of FIGURES
Figure 1-1 The Research Process………………………………………………....…5
Figure 2-1 The framework of ethically questionable behavior in consumption (EQB) …………………………………………………………………..18
Figure 3-1 Research Framework…………………………………………………..21
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