倫理銷售機制導向量表之發展與驗證

Developing and Validating an Ethical Selling Mechanism Orientation Scale

10.6459/JCM.201609_13(2).0010

陳恒毅(H. Y. Chen)

倫理銷售機制 ； 競爭優勢 ； 關鍵事件法 ； Ethical selling mechanism ； Competitive advantage ； Critical incident technique

危機管理學刊

13卷2期（2016 / 09 / 01）

113 - 122

繁體中文

在競爭激烈的環境中，通路商倫理銷售機制的具體化行動，有助於建立競争优势，維繫顧客的忠誠度，降低顧客失誤的情況。過去有關倫理銷售機制的探討，雖有相關概念理論依據的探討，但有關於現有量表仍有所不足。本文為避免倫理銷售機制量表建構中缺乏深層意義與客觀性不足的情況，故研究者先回顧倫理銷售行為機制的相關學理，釐清此概念的意涵，並以質性研究中的關鍵事件法，蒐集有關於通路商礙於實務上此概念的案例。再藉由問卷調查法，以台灣地區汽車修保服務業者為對象，取得320 份有效樣本， 利用線性結構方程式(LISREL)進行量表各項信度與效度的驗證，產生三構面共11 個衡量題項的量表。此量表的完成，不僅有利於後續研究之進行，亦可提供給實務界評估推行倫理銷售機制導向的診斷工具。

In facing a competitive market environment, concrete actions of ethical selling mechanism between distributive channel enterprises not only can acquire high customer loyalty and competitive advantage. Previous studies had proposed related theoretical perspectives, but the measurement for ethical selling mechanism is still insufficient. Thus, researchers avoid its results to lack deep meaning and result in sufficient objectively. First, researcher plans to use critical incidents technique (CIT) of qualitative study to collect practical cases about the failures of ethical selling mechanism. Second, employing the survey method, this study collected 320 samples of the Taiwanese car service enterprises and examined the reliability and validity of ethical selling mechanism orientation scale with 11 measurement items. This scale can be evaluated the degree of ethical selling mechanism by adopting it.

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