臺灣博碩士論文加值系統

摘要
台灣地區對於理財業務行銷道德方面的研究非常缺乏，故無從瞭解目前正蓬勃發展的理財業務其從業人員道德決策過程的水準與差異。因此，本研究以Jones(1991)的道德問題權變模型為出發點，探討道德情境的道德強度以及權變因素對於理財業務人員道德決策水準的影響。
本研究目的包括：
1. 發展出一套理財業務行銷情境工具以衡量道德強度與個人道德決策水準。
2. 檢測道德強度、權變因素對理財業務人員道德策過程之影響。
3. 檢測理財業務人員道德決策過程各階段之間的相關性。
經過訪談、專家討論及測試後，發展出四種道德情境問卷做為調查工具。抽樣母體為台灣地區金融業理財業務人員。分析方法包括：探討道德強度與道德決策水準的敍述統計值、檢視道德強度對於道德決策過程的相關性與迴歸解釋、檢視個人權變因素與組織權變因素對於道德決策過程的ANOVA結果。
本研究結果發現：
1. 道德強度在大部份情境可萃取出二項因素：潛在損害與社會壓力。
2. 道德強度與道德決策過程正相關，而且有良好之直線迴歸解釋力。
3. 各種權變因素(人口統計變數與金融業分類因素)確實影響道德決策過程水準高低，且影響的階段各有差異。
4. 道德決策過程各階段之間具有正相關性。
此外，本研究對於經營管理者而言，提供以下之意涵：
1. 管理者可採用本研究所發展出之工具及問卷結果做為實測量表。
2. 持續不斷道德教育以維繫及提高道德水準。

ABSTRACT

Because the study about marketing ethics of wealth management in Taiwan was so few that we couldn’t know the ethics decision-making process level and difference of the wealth management marketers .Based on Jones’ (1991) issue contingent model, we attempted to study how should the moral intensity and contingent factors influence wealth management marketers.
Purposes of this study involve:
1. Develop a valid tool to investigate the ethical decision-making process of wealth management marketers in Taiwan.
2. Study the influences of moral intensity and contingent factors on ethical decision-making process.
3. Try to explore the relation between stages of ethical decision-making process.

After many times interview and expert discussion and tests. The studier developed 4 scenarios that fit the study purpose. The sampling frame is the marketers of financial enterprises wealth management in Taiwan. The analysis of this study includes: general statistics of moral intensity and ethical decision-making, correlation analysis and regression analysis between these two variables, and ANOVA analysis of the contingent factors and ethical decision-making.
Finally the studier got the following conclusions:
1. In most scenarios the six moral intensity variables could be extracted to two factors that called potential harms and social pressure.
2. Moral intensity positively correlated ethical decision-making, and it was a good regression predictor of ethical decision-making.
3. Contingent factors affected the ethical decision-making.
4. There were positive correlation between stages of ethical decision-making
Besides, this study had the following implications for managers:
1. Managers can adopt the tools and survey data as a scale tool to check the ethical levels of the employed.
2. Managers should increase the ethics training courses to the employed.

目錄
目錄……………………………………………………………………………i
表目錄…………………………………………………………………………iii
圖目錄…………………………………………………………………………iv
第一章 緒論………………………………………………………………1
1.1 研究背景與研究動機……………………………………………1
1.2 研究目的…………………………………………………………3
1.3 研究限制…………………………………………………………4
第二章 文獻探討…………………………………………………………5
2.1 行銷道德…………………………………………………………5
2.2 理財業務領域的道德問題………………………………………10
2.3 行銷道德決策模型………………………………………………17
第三章 研究方法…………………………………………………………25
3.1 研究架構…………………………………………………………25
3.2 研究假設…………………………………………………………27
3.3 問卷設計…………………………………………………………30
3.4 研究分析方法……………………………………………………38
第四章 研究結果與討論…………………………………………………42
4.1 樣本分析…………………………………………………………42
4.2 道德強度…………………………………………………………51
4.3 道德強度與道德決策過程………………………………………58
4.4 道德決策過程各階段之相關分析………………………………65
4.5 個人變數與道德決策過程………………………………………68
4.6 金融業分類因素與道德決策過程………………………………72
第五章 結論與建議………………………………………………………74
5.1 結果發現彙整……………………………………………………74
5.2 未來研究之建議…………………………………………………77


參考文獻 ……………………………………………………………………79
附錄 問卷…………………………………………………………………83

表目錄
表2.1 道義論與結果論之比較表 …………………………………………7
表2.2 構念的組成定義及操作性定說明 …………………………………9
表3.1 回收問卷一致性信度分析表 ………………………………………37
表3.2 問卷預計郵寄分配 …………………………………………………38
表4.1 問卷回收率分析 ……………………………………………………43
表4.2 人口統計變數之樣本結構 …………………………………………44
表4.3 金融業分類因素之樣本結構 ………………………………………48
表4.4 問卷回收之樣本代表性卡方檢定 …………………………………50
表4.5 道德情境統計值 ……………………………………………………52
表4.6 投資型保單情境 道德情因素分析表………………………………54
表4.7 連動債情境 道德情因素分析表……………………………………54
表4.8 新興基金情境 道德情因素分析表…………………………………55
表4.9 洗錢情境 道德情因素分析表………………………………………56
表4.10 四種情境道德強度與道德決策過程之相關分析表………………59
表4.11 投資型保單情境道德強度與決策過程之複迴歸分析表…………60
表4.12 連動債情境道德強度與決策過程之複迴歸分析表………………61
表4.13 新興基金情境道德強度與決策過程之複迴歸分析表……………62
表4.14 洗錢情境道德強度與決策過程之複迴歸分析表…………………63
表4.15 四種情境之道德決策各階段平均數與標準差統計表……………65
表4.16 四種情境之道德決策各階段相關分析表…………………………67
表4.17 人口統計變數對決策過程單因子變異數分析表…………………68
表4.18 金融業分類因素對決策過程之單因子變異數分析表……………72

圖目錄
圖2.1 問題權變模型………………………………………………………18
圖3.1 研究架構圖…………………………………………………………25

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