不同網路交易情境道德決策差異之研究

The Difference of Ethical Decision Making Process among Online Transaction Issues

10.29847/JNUU.201106.0008

武維邦(Wei-Pang Wu)；楊慧伶(Hui-Ling Yang)

網路交易 ； 道德強度 ； 道德決策 ； online transaction ； moral intensity ； ethical decision making.

聯大學報

8卷1期（2011 / 06 / 01）

155 - 176

繁體中文

隨著資訊科技的發展和創新，為人們的溝通與消費購物模式帶來了重大的變革，但網路交易中常衍生出許多道德爭議問題使交易雙方常處於相互猜忌的互不信任的基礎上來進行。本研究利用網路交易常見之四種網路交易行為情境，並依資策會2007年電子商務人口分布比例進行年齡分層抽樣，探討受測者面臨不同買賣行為情境的道德議題時，其道德強度會如何影響道德決策過程，以及受測者在面臨不同道德情境時，道德強度／道德決策是否有所差異。研究結果顯示，道德決策過程之間具有顯著影響外，受測者在面臨網路交易道德爭議行為時，會先考慮其該行為本身的潛在損害與社會壓力等因素再進行道德決策，在綜合自身利益等各方資訊後，對該行為合理的判斷，進而形成符合道德標準的行為意圖。另外受測者面臨不同買賣行為情境時，賣家兩個行為情境的道德強度高於買家，而且受測者普遍認為賣家行為應該謹守較高的道德標準來進行網路銷售行為。

The purpose of this study was to apply Jones' (1991) theoretical model to examine the dimensionality of the moral intensity construct in four online transaction ethical scenarios and gain a better understanding of the impact of the moral issue on the ethical decision making process namely moral recognition, moral judgment and moral intention for internet users.The results indicate that the components of moral intensity were significant predictors of ethical decision making in the four scenarios. In the present study, the ethical issue (scenario) had an effect on the perceived importance of the components of moral intensity and the students' ethical decision making. In general, participants' perceptions of the importance of the moral intensity and the ethical decision making process varied from the less unethical issues to the more unethical issues.

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