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    题名: 問題權變模型在電子商務的應用
    作者: 張懷民
    贡献者: 傅豐玲
    張懷民
    关键词: 問題權變模型
    電子商務
    結果嚴重度
    社會共識
    網路行銷道德議題
    日期: 2002
    上传时间: 2009-09-18 14:24:34 (UTC+8)
    摘要: 在1990年代中期，因為個人電腦和網路伺服器通訊科技能力的迅速發展以及電子商務的興起 (Marshall, 1999)，讓網路行銷道德成為社會大眾討論的焦點，更引發電子商務中道德議題的爭論。因此本研究參考Jones (1991)問題權變模型，並依據相關實證研究加以修正；另一方面，則是採用電子商務中交易安全、財產權、隱私權、不實廣告等道德議題驗證此模型，分別為『買賣證劵股票』、『音樂下載』、『郵件未以「密件附本」傳送』、『假的見證人背書』等四情境，以瞭解社會大眾對其議題之觀點、決策過程以及其影響因素。透過線上問卷調查蒐集樣本，共收到1016份有效問卷，其中『假的見證人背書』情境255份、『音樂下載』情境253份、『買賣證劵股票』情境249份、『郵件未以「密件附本」傳送』情境259份。
    由各情境之情境清楚及情境可想像的平均數、標準差來驗證各情境之可讀性，以平均數高、標準差低表示結果較佳，其研究結果顯示上述四個情境皆在水準以上；並以因素分析法將道德強度萃取出「潛在損害」、「社會壓力」二因素，統計結果顯示四情境皆具有結構效度。但在道德強度方面，以『郵件未以「密件附本」傳送』、『假的見證人背書』二情境之道德強度較高，並且在道德決策過程 (道德認知、道德判斷、道德意圖)等變項的表現上，回巻者的回答均呈現出一定的道德水準；在道德強度二因素(「潛在損害」、「社會壓力」)以及二變項(「結果嚴重度」、「社會共識」)與道德決策之相關與預測分析方面，亦呈現出顯著正相關與解釋力之結果，而道德認知與道德判斷、道德判斷與道德意圖則是具有正向相關之關係與解釋力。
    然而就個人與組織權變變數對道德認知、道德判斷、道德意圖的干擾效果來看，相對主義在『音樂下載』與『郵件未以「密件附本」傳送』二情境中僅對於道德判斷或道德意圖發揮影響力，而在『假的見證人背書』與『郵件未以「密件附本」傳送』二情境中，理想主義對道德決策三階段均產生顯著之影響；並且在『假的見證人背書』與『郵件未以「密件附本」傳送』二情境中，企業組織所制定的獎懲制度會影響道德決策各階段。但在四情境中，人口 (性別、年齡、教育程度、職位、工作年資、年薪、網路行銷經驗)與組織(員工數、產業類型)統計變數對於道德決策過程之道德性高低，並不具有顯著的干擾效果。
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    資訊管理研究所
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