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研究以网间交易为考察对象,探讨消费者面临交易风险时的伦理决策意向。样态架构以消费者特性(道德成熟度)为预测变项,网间交易环境(伦理气候)为情境变数,经由道德议题本身(道德强度)影响伦理决策意向。通过收集有效样本进行实证分析发现:消费者道德成熟度经由道德强度知觉对伦理决策意向产生影响效果;道德强度可简化为“潜在损害”与“社会压力”;网间伦理气候越高,则消费者的道德意图越低。通过耕犁消费者的伦理决策意向及其管理意涵,以利于为网间交易的和谐发展提供科学的依据。
The study takes the online transaction as the object of investigation and explores the ethical decision-making intention when consumers face the transaction risk. The sample structure uses the characteristics of consumers (moral maturity) as predictors and the cyber trading environment (ethical climate) as context variables, which influence ethical decision-making intention through moral issues (moral intensity). By collecting valid samples, it is found that the moral maturity of consumers influences the ethical decision-making intention through moral strength perception; the moral strength can be simplified to “latent damage” and “social pressure” High, then the lower the moral intention of consumers. Through the plow consumer’s ethical decision-making intention and its management meaning, in order to facilitate the harmonious development of online transactions to provide a scientific basis.