臺灣博碩士論文加值系統

在台灣，有越來越多的保險公司正嘗試使用電話行銷來銷售保險。然而，電話行銷可能會導致某些道德上的問題（例如，錯誤的訊息陳述以及侵犯隱私權）。基於過去的文獻和實證研究，本文試圖探討產出基礎控制 (outcome based controls) 對保險電話行銷人員的道德會產生什麼影響，而對政府監理認知 (perceived regulations) 及倫理氣候認知 (perceived ethical climate) 的調節角色也進行了討論。本研究是重要的，因為產出基礎控制已經在保險電話行銷裡被廣泛的使用著。此外，處理不道德的銷售是保險監理者的任務之一。當產出基礎控制被加重的使用時，政府的監理還能降低不道德的電話行銷嗎? 因為行銷道德影響消費者的福利，而缺乏行銷道德或雪|使保險電話行銷的未來發展受到阻礙，我們因此相信有必要探索此一議題。
本問卷模擬壽險電話行銷人員實際的銷售情境。研究結果指出，電話行銷人員的不道德銷售行為是被公司接受的、不道德銷售行為是普遍的及個人道德銷售判斷與道德銷售意圖呈現正向相關。問卷結果同時也顯示了公司內部的懲罰制度也更加激發了電話行銷人員進行不道德的銷售行為(不斷騷擾客戶)。

In Taiwan, more and more insurance companies are trying to sell insurance through telemarketing. However, telemarketing may result in some ethical problems (e.g., information misrepresentation and the invasion of privacy). Drawing on previous literature and empirical research, this study tries to explore the impact of outcome based controls on insurance telemarketers’ ethical decision making, while the moderating roles of perceived regulations and perceived ethical climate are discussed. This study is important because outcome based controls are widely used in the insurance telemarketing. Moreover, dealing with unethical selling is one of the tasks for insurance regulators. While outcome based controls are heavily employed, can governmental regulations still alleviate unethical telemarketing? Since marketing ethics affects customer welfare, and the lack of marketing ethics may create a barrier to the further usage of insurance telemarketing, we therefore believe it is necessary to discuss the issue.
These questionnaires simulate the practical selling scenario of life insurance telemarketers. The results indicated that company’s acceptance of the unethical selling, the pervasion of the unethical selling, and personal ethical judgments were positively related to the ethical intention of telemarketers. The findings also showed that the use of punishment was more likely to encourage telemarketers to perform a severe unethical act (constantly harassed customers).

第一章 緒論............................................................1
第一節 研究動機 .....................................................1
第二節 研究目的......................................................5
第三節 研究流程......................................................6
第四節 研究內容......................................................7
第二章 文獻探討........................................................8
第一節 電話行銷與商業道德相關文獻探討................................8
第二節 電話行銷相關之法律規範.......................................11
第三節 獎懲制度之相關文獻探討.......................................13
第四節 倫理氣候之相關文獻探討.......................................14
第三章 研究方法.......................................................16
第一節 研究架構.....................................................16
第二節 研究假設.....................................................18
第三節 問卷設計.....................................................20
第四節 研究對象與範圍...............................................24
第五節 研究限制.....................................................25
第六節 資料分析與統計方法...........................................26
第四章 資料分析與研究結果.............................................29
第一節 次數分配統計.................................................29
第二節 各構面樣本敘述統計量分析.....................................31
第三節 因素分析與信度分析...........................................33
第四節 調節角色與不道德銷售行為之相關分析...........................38
第五節 獎懲制度與不道德銷售行為之差異性分析.........................40
第六節 調節角色與不道德銷售行為之影響性分析.........................43
第五章 結論與建議.....................................................50
第一節 結論.........................................................50
第二節 建議.........................................................51
參考文獻..............................................................53
附錄一 保險業辦理電話行銷業務應注意事項...............................60
附錄二 人身保險業辦理傳統型個人人壽保險契約審噹褻’菻蒆W範............66
附錄三 問卷...........................................................68

中文部份
1.王雁飛、朱瑜(民95)，「組織倫理氣氛的理論與研究」，心理學進展，第14卷第2期，頁300-308。
2.王鳳生、蔡豐隆(民92)，「企業倫理氣候、倫理行為與企業社會績效」，亞太經濟管理評論，第6卷第2期，頁103-119。
3.沈西麟(民89)，公務人員獎勵制度之評估與發展，銘傳大學公共管理與社區發展研究所在職專班論文。
4.隋明輝(民95)，金融機構實施電話行銷之研究，逢甲大學經營管理碩士在職專班碩士論文。
5.謝崇浯(民84)，電話行銷法律問題之研究-以言論自由與隱私權之衝突為中心， 世新大學法學院碩士論文。
6.邱皓政(民95)，量化研究與統計分析，第三版，台北：五南書局。
7.吳明隆(民97)，SPSS 操作與應用：多變量分析實務，台北：五南書局。
8.薄喬萍(民99)，信度與效度，台北：臺灣東華書局。
9.中華民國人壽保險商業同業公會網站：http://www.lia-roc.org.tw/，搜尋日期：2011年1月3日。
10.行政院金融監督管理委員會保險局網站：http://www.ib.gov.tw/Layout/main_ch/index.aspx?frame=7，搜尋日期：2010年12月26日。

英文部份
1.Agarwal, R. and Mehrotra, A. (2009),Telemarketing - a bane or a boon for companies? An assessment of Indian customers'' attitude and perception towards telemarketing, Journal of Customer Behaviour, Vol. 8 No. 3, pp. 257-291.
2.Ajzen, I. (2005), Attitudes, personality, and behaviour, England, Open University Press.
3.Ajzen, I. and Fishbein, M. (1980), Understanding attitudes and predicting social behaviour, Prentice-Hall.
4.Anderson, R. E., Hair, J. F. and Bush, A. J. (1999), Professional Sales Management, Dame Publishing.
5.Anderson, E. and Oliver, R. L. (1987), Perspectives on Behavior-Based versus Outcome-Based Salesforce Control Systems, Journal of Marketing, Vol. 51 , pp. 76-88.
6.Ashforth, B. E. (1985), Climate Formation: Issues and Extensions, Academy of Management Review, Vol.10 No.4, pp.837-847.
7.Banker, D. R., Lee, S.T. and Potter, G. (1996),Contextual analysis of performance impacts of outcome-based incentive compensation, Academy of management journal, Vol. 39 No. 4, pp. 920-948.
8.Barsky, A. (2008), Understanding the Ethical Cost of Organizational Goal-Setting: A Review and Theory Development, Journal of Business Ethics, Vol. 81, pp. 63-81.
9.Bartels, K. L., Harrick, E., Martell, K. and Strickland, D. (1998), The relationship between ethical climate and ethical problems within human resource management, Journal of Business Ethics, Vol. 17 No. 7, pp. 799-804.
10.Beales, J. H. and Muffs, T. J. (2008), Choice or Consequences: Protecting Privacy in Commercial Information, The University of Chicago Law Review, Vol. 75 No. 1, pp. 109-136.
11.Bellizzi, J. A. and Hasty, R. W. (2003), Supervising Unethical Sales Force Behavior: How Strong Is the Tendency to Treat Top Sales Performers Leniently?, Journal of Business Ethics, Vol. 43 No. 4, pp. 337–351.
12.Bellizzi, J. A. and Hite, R. E. (1989), Supervising Unethical Salesforce Behavior, Journal of Marketing, Vol. 53 No. 2, pp. 36–47.
13.Bloom, P. N., Milne, G. R. and Adler R. (1994), Avoiding Misuse of New Information Technologies: Legal and Societal Considerations, Journal of Marketing, Vol. 58 No. 1, pp.98-110.
14.Brinkmann, J. and P. Lentz (2006), Understanding Insurance Customer Dishonesty: Outline of a Moral-Sociological Approach, Journal of Business Ethics, Vol. 66, pp.177-195
15.Carroll, A. B. (1987), Linking business ethics to behavior in organization, Advanced Management Journal, Vol.43 No.3, pp. 4-11.
16.Caudill, E. M. and Murphy, P. E. (2000), Consumer online privacy: legal and ethical issues, Journal of Public Policy & Marketing, Vol. 19, pp. 7-19.
17.Chen, I. J. and Popovich, K. (2003), Understanding customer relationship management (CRM): People, process and technology, Business Process Management Journal, Vol. 9 No. 5, pp. 672-688.
18.Challagalla, G. N. and Shervani, T. A. (1996), Dimensions and Types of Supervisory Control: Effects on Salesperson Performance and Satisfaction, Journal of Marketing, Vol. 60 No. 1, pp. 89-105.
19.Crowne, D. P. & Marlowe, D. (1960),A new scale of social desirability independent of psychopathology, Journal of Consulting Psychology, Vol. 24, pp.349-354.
20.Deshpande, S. P. (1996), The impact of ethical climate types on facets of job satisfaction: An empirical investigation, Journal of Business Ethics, Vol. 15 No. 6, pp. 655-660.
21.De Pelsmacker, P., Geuens, M. and van den Bergh, J. (2007), Marketing communications: a European perspective, Prentice Hall/Financial Times.
22.Fellows, C. and Mawhinney, T.C. (1997), Improving telemarketers’ performance in the short run using operant concepts, Journal of Business and Psychology, Vol. 11 No. 4, pp. 411-424.
23.Ferrell, O. C., Fraedrich, J. and Ferrell, L. (2009), Business Ethics: Ethical Decision Making and Cases, Cengage Learning.
24.Foxman, E. R. and Kilcoyne, P. (1993), Information technology, marketing practice, and consumer privacy: Ethical issues, Journal of Public Policy & Marketing, Vol. 12 No. 1, pp. 106-119.
25.Fullerton, S., Kerch, K. B. and Dodge, H. R. (1996), Consumer Ethics: An Assessment of Individual Behavior in the Market Place, Journal of Business Ethics, Vol. 15 No. 7, pp. 805-814.
26.Gandz, J., & Hayes, N. (1988), Teaching business ethics, Journal of Business Ethics, Vol.7 ,pp. 657-669.
27.Goodwin, C. (1991),Privacy: recognition of a consumer right, Journal of Public & Marketing, Vol.10 No.1, pp.149-166.
28.Hann, I. H., Hui, K. L., Lee, S. Y. and Png, I. (2008),Consumer Privacy and. Marketing Avoidance: A Static Model, Management Science, Vol. 54 No. 6, pp. 1094-1103.
29.Holtfreter, K., Reisig, M. D. and Pratt, T. C. (2008),Low self-control, routine activities, and fraud victimization, Criminology, Vol. 46 No. 1, pp. 189-220.
30.Ingram, T. N., LaForge, R. W. and Schwepker C. H. (2007), Salesperson Ethical Decision Making: The Impact of Sales Leadership and Sales Management Control Strategy, Journal of Personal Selling & Sales Management, Vol. 27 No. 4, pp. 301-315.
31.Jaramillo, F., Mulki, J. P. and Solomon, P. (2006), The Role Of Ethical Climate On Salesperson’s Role Stress,Job Attitudes, Turnover Intention, and Job Performance, The Journal of Personal Selling and Sales Management, Vol. 26 No. 3, pp. 271-282.
32.John, G. and Weitz, B. (1989), Salesforce Compensation: An Empirical Investigation of Factors Related to Use of Salary Versus Incentive Compensation, Journal of Marketing Research, Vol. 26 No. 1, pp. 1-14.
33.Kaner, E. F., Lock, C. A., McAvoy, B. R., Heather, N. and Gilvarry, E. (1999), A RCT of three training and support strategies to encourage implementation of screening and brief alcohol intervention by general practitioners, British Journal of General Practice, Vol. 49 No. 446, pp. 699-703.
34.Kassim, N. M. and Bojei, J. (2002), Service Quality: Gaps in the Malaysian Telemarketing. Industry, Journal of Business Research, Vol. 55, pp. 845-852.
35.Kennedy, C. H. (2008), The Business Privacy Law Handbook, Artech House.
36.Laczniak, G. R. and Murphy, P. E. (2006), Normative. Perspectives for Ethical and Socially Responsible. Marketing, Journal of Macromarketing, Vol. 26 No. 2, pp. 154-177.
37.Lee, J. and Geistfeld, L. (1999), Elderly Consumers'' Receptiveness to Telemarketing Fraud, Journal of Public Policy & Marketing, Vol. 18 No. 2, pp. 208-217.
38.Leeuw, E. D. de and Hox, J. J. (2004), I am not selling anything: 29 experiments in telephone introductions, International Journal of Public Opinion Research, Vol. 16 No. 4, pp. 464-473.
39.Markham, S. E., Shepard, J. M. and Wimbush, J. C. (1997), An empirical of relationship between ethical climate and ethical behavior from multiple level of analysis, Journal of Business Ethics, Vol. 16 No. 16, pp. 1705-1716.
40.Marshall, J. J. and Vredenburg, H. (1988), Successfully using telemarketing in industrial sales, Industrial Marketing Management, Vol. 17, pp. 15-22.
41.Maury, M. and Kleiner, D. (2002), E-commerce, ethical commerce?, Journal of Business Ethics, Vol. 36 No. 1-2, pp. 21-31.
42.Martin, K. D. and Smith, N. C. (2008), Commercializing Social Interaction: The Ethics of Stealth Marketing, Journal of Public Policy & Marketing, Vol. 27 No. 1, pp. 45-56.
43.Miller, S. and Weckert, J. (2000),Privacy, the workplace and the internet, Journal of Business Ethics, Vol. 28 No. 3, pp. 255-265.
44.Menninger, K. A. (1969), The crime of punishment, Viking Press, New York.
45.Mulki, J. P., Jaramillo, J. L. and Locander, W.B. (2008), Effect of ethical climate on turnover intention：Linking attitudinal and stress theory, Journal of Business Ethics, Vol. 78 No. 4, pp. 559-74.
46.Nadel, M. S. (1986),Rings of Privacy: Unsolicited Telephone Calls and the Right of. Privacy, Yale Journal on Regulation 4, pp. 121-127.
47.Nash, E. (2000), Direct Marketing: Strategy, Planning, Execution, McGraw-Hill, New York, NY.
48.Paul, P. (1996), Marketing on the Internet, Journal of Consumer Marketing, Vol. 13 No. 4, pp. 27-39.
49.Petty, R. D. (2000), Marketing Without Consent: Consumer Choice and Costs, Privacy, and Public Policy, Journal of Public Policy & Marketing, Vol. 19 No. 1, pp. 42-53.
50.Piquero, A., Piquero, A. R. and Tibbetts, S. G. (2002), Rational Choice and Criminal Behaviour: Recent Research and Future Challenges, Routledge, New York.
51.Reagan, J., Pinkleton, B., Aaronson, D. and Ramo, E. (1995), Differentiating telephone surveys from telemarketing to increase response rates, Communication Research Reports, Vol. 12, pp. 170-177.
52.Regielski, C., Wang, J. C. and Yen , D. C. (2002), Data Mining Techniques for Customer Relationship Management, Technology in Society, Vol. 24, pp. 483-502.
53.Reynolds, W. M.: 1982, Development of Reliable and Valid Short Forms of the Marlowe-Crowne Social Desirability Scale, Journal of Clinical Psychology ,Vol. 38, pp.119–125
54.Schwepker C. H. (2001), Ethical Climate’s Relationship to Job Satisfaction, Organizational Commitment, and Turnover Intention in the Salesforce, Journal of Business Research, Vol.54, pp. 39-52.
55.Schwepker, J., Charles, H. and Good, D. J. (2004), Marketing control and sales force customer orientation, Journal of Personal Selling & Sales Management, Vol. 24 No. 3, pp. 167-179.
56.Silverstein, B. (2002), Business to business Internet marketing: seven proven strategies for increasing profits through Internet direct marketing, Maximum Press.
57.Singhapakdi, A. and Vitell, S. J. (2007), Institutionalization of Ethics and Its Consequences: A Survey of Marketing Professionals, Journal of the Academy of Marketing Science, Vol. 35 No. 2, pp. 284-294.
58.Shannon, M. E. (2001), Combating Unsolicited Sales Calls: the ‘Do-Not-Call’ Approach to Solving the Telemarketing Problem, Journal of Legislation, Vol. 27, pp. 381-394.
59.Shover, N., Coffey, G. S. and Sanders, C. R. (2004), Dialing for dollars: Opportunities, justifications, and telemarketing fraud, Qualitative Sociology, Vol. 27 No. 1, pp. 59-75.
60.Sorkin, D. E. (1997), Unsolicited Commercial E-Mail and the Telephone Consumer Protection Act of 1991, Buffalo Law Review, Vol. 45, pp. 1001-1032.
61.Small, M. W. (2002) Practical problems and moral values:Things we tend to ignore revisited, Journal of Business Ethics, Vol.39 No.4, pp. 401-407.
62.Thomas, T., Schermerhorn, J. R. and Dienhart, J. W. (2004), Strategic Leadership of Ethical Behavior in Business, The Academy of Management Executive, Vol. 18 No. 2, pp. 56-68.
63.Trappey, R., Woodside, A. (2005), Consumer responses to interactive advertising campaigns coupling short-message-service direct marketing and TV commercials, Journal of Advertising Research, Vol. 45, pp. 382-401.
64.Treviño, L. K., & Brown, M. E. (2004), Managing to be ethical: Debunking five business ethics myths, Academy of Management Executive, Vol. 18 No. 2, pp.69-83。
65.Valentine, S., and Barnett, T. (2003), Ethics code awareness, perceived ethical values, and organizational commitment, Journal of Personal Selling and Sales Management, Vol. 23, pp.359–367.
66.Wallace, H. and Roberson, C. (2007), Victimology: legal, psychological, and social perspectives, Indiana University.
67.Wimbush, J. C. and Shepard, J. M. (1994),Toward An Understanding of Ethical Climate: Its Relationship to Ethical Behavior and Supervisory Influence, Journal of Business Ethics, Vol. 13 No. 8, pp. 637-647.