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研究生:毛智瑋
研究生(外文):Chih-Wei Mao
論文名稱:消費者道德判斷:在中華文化影響之下
論文名稱(外文):Consumers'' Ethical Beliefs: The Influence of Chinese Culture
指導教授:黃文曄郭敏珣郭敏珣引用關係張玉萱張玉萱引用關係
指導教授(外文):Wen-Yeh HuangMin-Hsun KuoYu-Hsuan Chang
學位類別:碩士
校院名稱:元智大學
系所名稱:企業管理學系
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:2009
畢業學年度:97
語文別:英文
論文頁數:57
中文關鍵詞:消費者道德道德判斷中華文化
外文關鍵詞:consumer ethicsethical judgmentsChinese cultureRelativismIdealism
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Chinese people have been ill reputed for lower ethical standard for years, especially the piracy, and legislation would have a very limited impact on those behaviors of buying and using counterfeit products. Since many thinkers believe that it may be the key to understand morality through cultural differences in moral rules. Therefore, this study tries to understand the ethical judgments of Chinese consumers with the influence of Chinese culture.
This study conducted the Hunt-Vitell model to examine the ethical judgments of Chinese consumers. According to the influence of Chinese culture, the consumers tend to be lack of social morality in public sphere. In the findings, it showed that Chinese consumers tend to adopt relativistic philosophy in forming their ethical judgments. However, Chinese consumers are unacceptable of arguable consumer practices in a public retail business. The implications for marketers, policy makers, and researchers are provided in this study.
Chinese people have been ill reputed for lower ethical standard for years, especially the piracy, and legislation would have a very limited impact on those behaviors of buying and using counterfeit products. Since many thinkers believe that it may be the key to understand morality through cultural differences in moral rules. Therefore, this study tries to understand the ethical judgments of Chinese consumers with the influence of Chinese culture.
This study conducted the Hunt-Vitell model to examine the ethical judgments of Chinese consumers. According to the influence of Chinese culture, the consumers tend to be lack of social morality in public sphere. In the findings, it showed that Chinese consumers tend to adopt relativistic philosophy in forming their ethical judgments. However, Chinese consumers are unacceptable of arguable consumer practices in a public retail business. The implications for marketers, policy makers, and researchers are provided in this study.
ABSTRACT i
Acknowledgements ii
List of Contents iii
List of Tables v
List of Figure v
Chapter 1 Introduction 1
1.1 Background of This Study 1
1.2 Motivation of This Study 1
1.3 Significance of This Study 4
1.4 Purpose of This Study 5
Chapter 2 Literature Review 7
2.1 Consumer Ethics 7
2.2 Cultural Influence 8
2.2.1 Wu Lun. 8
2.2.2 Blood relatives is extreme to everyone. 9
2.2.3 Lack of social morality. 11
2.3 The Ethical Decision-Making Models 13
2.4 Consumer’s Ethical Decision Making Process 16
2.4.1 Deontological and teleological evaluation. 16
2.4.2 Ethical ideology. 17
2.4.3 Relativism and idealism. 19
2.4.4 The taxonomy of ethical ideology. 20
2.5 Hypothesis 21
Chapter 3 Methodology 25
3.1 Research Design and Procedure 25
3.2 Measurement and Questionnaire Design 25
3.3 Sampling and Data Collection 28
3.4 Pretest 28
Chapter 4 Research Results and Data Analysis 30
4.1 Sample Demographics 30
4.2 Reliability Analysis 30
4.3 Hypotheses Test 33
4.3.1 Ethical ideology of Chinese consumers. 33
4.3.2 Ethical judgments of Chinese consumers. 34

Chapter 5 Conclusions and Suggestions 40
5.1 Discussion 40
5.1.1 The ethical ideology of Chinese consumers. 40
5.1.2 The ethical judgments of Chinese consumers. 42
5.2 Research Limitations and Direction for Future Research 44
5.3 Managerial Implications 45
References 47
Appendix: Formal Questionnaire 54
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