CAJ | 학술논문

本研究以伦理两难为切入点，探讨直销渠道中代理商的伦理决策过程以及道德强度对其伦理决策三阶段的影响。在文献综述和对直销代理商访谈的基础上，作者结合直销特点设计情境问卷对确定主题进行实证研究。研究结果表明：1．直销渠道中，代理商的伦理认知与伦理判断之间显著正相关、伦理认知与伦理意向之间显著负相关、伦理判断与伦理意向之间显著负相关。2．直销代理商的道德强度与伦理认知、伦理判断呈正相关关系，与伦理意向呈负相关关系。3．直销渠道中，道德强度中的结果大小、社会共识、效应可能性三个维度对代理商伦理决策三阶段均有显著影响，效应集中性维度仅在一个情境中对伦理判断具有显著影响。
본연구이윤리량난위절입점，탐토직소거도중대리상적윤리결책과정이급도덕강도대기윤리결책삼계단적영향。재문헌종술화대직소대리상방담적기출상，작자결합직소특점설계정경문권대학정주제진행실증연구。연구결과표명：1．직소거도중，대리상적윤리인지여윤리판단지간현저정상관、윤리인지여윤리의향지간현저부상관、윤리판단여윤리의향지간현저부상관。2．직소대리상적도덕강도여윤리인지、윤리판단정정상관관계，여윤리의향정부상관관계。3．직소거도중，도덕강도중적결과대소、사회공식、효응가능성삼개유도대대리상윤리결책삼계단균유현저영향，효응집중성유도부재일개정경중대윤리판단구유현저영향。
With the starting point of ethical dilemma , the authors attempt to understand how moral intensity af-fects ethical decision making in direct selling business in China .Through literature review and interview with a-gents, the researchers design a questionnaire about direct selling ethical scenarios for empirical study .The results show that:(1) in the direct selling channel , agents’ ethical perception has a significant positive correlation to eth-ical judgment and a significant negative correlation to ethical intention , while ethical judgment has a significant neg-ative correlation to ethical intention;(2) agents’ moral intensity has a positive correlation to ethical perception and ethical judgment, and a negative correlation to ethical intention;(3) the magnitude of consequence , social consen-sus and probability of effect have significant predictive effect to agents ’ ethical decision making , and concentration of effect has significant predictive effect to ethical judgment in only one of ethics scenarios .