倫理氣候與倫理銷售行為之研究-以工作壓力為干擾變數

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Title:	倫理氣候與倫理銷售行為之研究-以工作壓力為干擾變數 A Study of the Ethics Climate and Ethical Sales Behavior-Job Stress as a Moderator
Authors:	張麗惠 (Chang, Li-Huey)
Contributors:	全球品牌與行銷碩士在職學位學程
Keywords:	倫理氣候倫理銷售行為工作壓力 ethical climate ethical sales behavior job stress
Date:	2019
Issue Date:	2019-06-13 10:30:04 (UTC+8)
Abstract:	銷售是一個競爭的環境，如果允許不倫理銷售行為蓬勃發展，每個銷售人員會是透過欺騙操作來達到績效，而不是尋求真正為客戶服務，若把利潤作為唯一目標，銷售的方式不善，又不以倫理為最後目的，那麼很容易造成實體經濟的危機。倫理銷售行為其明確界定及傳達倫理規範和提供銷售行為準則，將有助於企業履行其倫理銷售義務，為顧客提供誠實、準確的信息，與顧客建立長期、誠信的銷售關係，是企業透過建立自己的聲譽而不是損害競爭對手的聲譽來競爭，可以促進良好的銷售行為、降低公平交易違規的風險，進而幫助銷售人員做出道德決策。本研究主要目的在於:1.檢視倫理氣候與倫理銷售行為間之關係。2.透過干擾變項工作壓力，進一步來釐清倫理氣候與倫理銷售行為之間的關係。本研究以與顧客有頻繁接觸的銷售人員為研究對象，以旅遊、零售、科技、金融、直銷、房仲與壽險業來做為研究樣本。總計發出問卷500份，回收451份，刪除無效問卷30份後，有效樣本共421份，有效回收率為93.3%。研究結果顯示:1.關懷型倫理氣候、規則型倫理氣候與倫理銷售行為呈現正向關係；功利型倫理氣候與倫理銷售行為呈現負向關係。2.工作壓力之時間壓力構面對關懷型倫理氣候與規則型倫理氣候之間存在干擾效果。 Sales is a competitive environment. If unethical sales behavior is allowed to flourish, each salesperson will achieve performance through fraudulent operations, rather than seeking to truly serve customers. If profit is the sole target, sales are not done in a good way. Without the ultimate goal of ethics, it is easy to cause a crisis in the real economy. Ethical sales behavior clearly defines and communicates ethical norms and provides sales behavior guidelines, which will help companies fulfill their ethical sales obligations, provide customers with honest and accurate information, and establish long-term, honest sales relationships with customers. Competing with your own reputation rather than damaging the reputation of your competitors can promote good sales practices and re-duce the risk of fair trade violations, thereby helping salespeople make ethical decisions. The main purpose of this study is to: 1. Examine the relationship between ethical climate and ethical sales behavior. 2. Further clarify the relationship between ethical cli-mate and ethical sales behavior by interfering with variable work pressures. This research takes sales people who have frequent contact with customers as research objects, and uses tourism, retail, technology, finance, direct sales, housing and life insurance as re-search samples. A total of 500 questionnaires were sent out, 451 were collected, and 30 invalid questionnaires were deleted. A total of 421 valid samples were obtained, and the effective recovery rate was 93.3%. The results show that: 1. Caring ethical climate, rules ethical climate and ethical sales behavior show a positive relationship; instrumental ethical climate and ethical sales behavior show a negative relationship. 2. The time pressure of job stress has a disturbing effect between the caring ethical climate and the rules ethical climate.
Appears in Collections:	[Master of Science in marketing ] Thesis

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