选择自由度对销售人员灰色营销行为倾向的影响

The Impact of Perceived Choice Freedom on Salespersons' Behavioral Intention of Gray Marketing

基于营销道德理论和计划行为理论,以中国企业间购销关系为研究平台,以卖方为视角,检验了销售人员的道德判断、企业默许和销售人员的选择自由度对销售人员灰色营销行为倾向的影响,选择自由度对销售人员道德判断和灰色营销行为倾向之间,以及对企业默许和销售人员灰色营销行为倾向之间相关关系的调节作用。结果表明:①销售人员的不道德性评价会降低销售人员的灰色营销行为倾向;②企业默许会提高销售人员的灰色营销行为倾向;③销售人员感知的选择自由度不但会直接降低其灰色营销行为倾向,还会调节或强化销售人员对灰色营销的不道德性评价与灰色营销行为倾向之间以及企业默许与灰色营销行为倾向之间的相关关系。最后,讨论了研究结果的应用。

Based on the theory of marketing ethics and theory of planned behavior, this paper empirically tests the direct effects of salespersons＇ judgment, organizational connivance and perceived choice freedom on their behavioral intention of gray marketing, and the moderator effects of perceived choice freedom from the seller＇s standpoint. This study comes to the following conclusions： （1）sales- persons＇ judgment on un-ethicalness of gray marketing has negative impact on salespersons＇ intention to adopt gray marketing; （2） organizational connivance increases salespersons＇ intention of gray mar- keting practice; （3） salespersons＇ perceived choice freedom not only has direct and positive impact on salespersons＇ intention to adopt gray marketing, but also moderator or enhance the relationship between salespersons＇ judgment on un-ethicalness of gray marketing and their intention to adopt gray marketing and the relationship between organization＇s connivance and salespersons＇ behavioral intention of gray marketing. Finally, the implications of the findings are suggested.