灰色营销决策中的道德强度结构及其影响机制研究

发布时间：2018-07-06 13:19

本文选题：道德强度 + 道德强度维度　；参考：《商业经济与管理》2017年12期

【摘要】：文章以Jones的道德强度理论和灰色营销理论为基础,在灰色营销情境下,从卖方视角实证性地检验了道德强度的维度结构以及其对灰色营销道德决策的影响作用,特别是道德强度维度间交互作用的影响。运用因子分析及多元层次回归对收集的数据进行分析,结果表明:道德强度可以分为六个维度;除后果发生的可能性之外的五个维度对道德判断有直接的影响作用;除后果的严重性和后果的集中程度之外的四个维度对灰色营销行为倾向有直接的影响作用;而且社会共识和后果发生的可能性、亲密度、后果的集中程度之间的交互作用会影响道德判断,社会共识和后果的直接性之间的交互作用会影响灰色营销行为倾向;道德判断会影响灰色营销行为倾向。
[Abstract]:Based on Jones' theory of moral strength and grey marketing theory, this paper empirically tests the dimension structure of moral strength and its influence on the moral decision of grey marketing from the perspective of seller in the context of grey marketing. Especially the influence of the interaction between the dimensions of moral intensity. Factor analysis and multilevel regression are used to analyze the collected data. The results show that the moral intensity can be divided into six dimensions and the five dimensions have direct influence on moral judgment except the possibility of the consequences. In addition to the severity of the consequences and the degree of concentration of the consequences, the four dimensions have a direct impact on grey marketing behavior tendency; and social consensus and the possibility of consequences, affinity, The interaction between the degree of concentration of consequences will affect moral judgment, the interaction between social consensus and the directness of consequences will affect the tendency of grey marketing behavior, and moral judgment will affect the tendency of grey marketing behavior.
【作者单位】：北京林业大学经济管理学院;
【基金】：国家自然科学基金青年项目“关系、参考群体行为和销售人员灰色营销决策”(71302026) 中央高校基本科研业务费专项资金资助(BLX2012009;JGTD2015-07)
【分类号】：F274

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