| 摘要: | 銷售就是介紹商品提供的利益，滿足客戶需求的過程。而從事銷售工作的人，可從這個交換的過程中得到適度的報酬。然為了得到報酬以及達成業績，時而聽聞有不倫理銷售行為的情況出現，若不能阻止此行為，容易會造成經濟的風險。倫理銷售行為可協助企業履行倫理銷售義務，提升企業形象並幫助銷售人員了解道德界線，做出正確道德決策，才能與客戶建立長期誠信的銷售關係。本研究主要目的在於1.檢視企業倫理規範與倫理銷售行為間之關係。2.透過干擾變項道德成熟度，進一步來釐清企業倫理規範與倫理銷售行為之間的關係。本研究以和客戶有頻繁接觸的證券營業員做為研究樣本。正式問卷發出 480 份，回收 407 份，刪除無效問卷 31 份後，有效樣本共 376份，有效回收率為 92.3%。研究結果顯示:1.企業倫理規範的銷售誠信會正向影響倫理銷售行為。2.企業倫理規範的組織誠信會正向影響倫理銷售行為。3.企業倫理規範的制度與教育訓練會正向影響倫理銷售行為。4.企業倫理規範的單位管理者之倫理守則會正向影響倫理銷售行為。5.道德成熟度會干擾企業倫理規範銷售誠信與倫理銷售行為間之關係。6.道德成熟度會干擾企業倫理規範組織誠信與倫理銷售行為間之關係。7.道德成熟度會干擾企業倫理規範制度與教育訓練與倫理銷售行為間之關係。8.道德成熟度會干擾企業倫理規範單位管理者之倫理守則與倫理銷售行為間之關係。
Sales is the process of presenting the benefits provided by commodities to satisfying customer needs, an exchanging process from which whoever engages in sales work can obtain an appropriate compensation. However, it is exposed from time to time that unethical sales behaviors happen in order to get the compensation and achieve certain performance.Economic risks will be caused if such behaviors cannot be prevented. Ethical sales behaviors can help enterprises fulfill ethical sales obligations and promote image, and also help sales personnel understand ethical boundaries and make correct ethical decisions so as to establish a long-term and honest relationship with customers. The main purposes of this study are that, 1, to review the relationship between enterprise ethical codes and ethical sales behavior; 2, to further clarify the relationship between enterprise ethical codes and ethical sales behavior by introducing into an interfering variable, moral maturity. Brokers with frequent contact with customers are considered as research sample of this study. Out of 480 formal questionnaires distributed, 407 were recovered, among which 31 were invalid and hence eliminated, and a total of 376 questionnaires were valid samples with valid response rate of 92.3%. Study results show that, 1,sales integrity of enterprise ethical codes has a positively effecton ethical sales behavior; 2,organizational integrity of enterprise ethical codes has a positively effect on ethical sales behavior;3, system and training of enterprise ethical codes have a positively effect on ethical sales behavior;4,ethicalnorms for managers in enterprise ethical codes have a positively effect on ethical sales behavior;5,moral maturity will interfere with the relationship between sales integrity ofenterprise ethical codes and ethical sales behavior;6,moral maturity will interfere with the relationship between organizational integrityof enterprise ethical codes and ethical sales behavior; 7, moral maturity will interfere with the relationship between the system and training of enterprise ethical codes and ethical sales behavior; 8, moral maturity will interfere with the relationship between ethicalnorms for managers in enterprise ethical codesand ethical sales behavior. |
