网络交易风险语境下消费者的道德决策研究——以道德强度、道德哲学与匿名性的影响为据

Consumer Moral Decision-making Research in Risk Vision of Network Transactions——In Accordance with Moral Strength, Moral Philosophy and the Impact of Anonymity

研究以网络交易风险与消费者道德决策理论为铺垫,从道德议题本身(道德强度)、个人特性(道德哲学)与网络交易环境(匿名性)三个面向探讨其影响因素。通过设定网络交易的道德情境剧本与相关假设,收集450份有效样本进行实证检测分析发现:道德强度可简化为"潜在损害"与"社会压力";道德哲学对于道德知觉、道德判断及道德意图皆产生显著影响;网络匿名性越高,则消费者的道德意图愈低。解构消费者道德决策样态及其管理意涵,以期为网络交易的和谐发展提供科学的决策路径指引。

To study the background of network transactions and consumer set the stage theory of moral decision-making, from the moral question itself （moral intensity）, personal characteristics （moral philosophy） and the network environment （anonymity） to explore the impact of three factors-oriented. Transactions by setting the network script with the relevant moral context assumptions found that： the moral strength to simplify for the ＂potential damage＂ and ＂social pressure＂; moral philosophy have a significant impact; network anonymity higher, consumers are less moral intent. Deconstructing consumer ethical decision-making of state-like the meaning of the transaction with a view to the harmonious development of the network to provide scientific guidelines decision-making path.