道德强度在灰色营销行为决策中的影响作用

The Impact of Moral Intensity on Behavioral Decision-Making of Gray Marketing

以营销道德理论和灰色营销理论为基础,从卖方视角实证检验了道德强度(感知的后果严重性)对灰色营销道德决策的影响作用及其在决策过程的权变作用。结果表明:道德强度对道德判断和灰色营销行为倾向有直接的影响作用,会调节道德判断及惩罚预期和灰色营销行为倾向之间的负相关关系,但是对灰色营销的同情和灰色营销行为倾向之间的正相关关系没有调节作用。研究结果对于企业提升销售人员的道德判断水平,降低个人情感因素对决策者灰色营销行为的影响等具有实践价值。

Based on the theory of marketing ethics and gray marketing, and from the seller＇s angle, we empirically tests the impact of moral intensity, that is, the perceived magnitude of consequences on the gray marketing decision making, as well as the contingent role of moral intensity. The results show that moral intensity has direct effects on ethical judgment and gray marketing intention, and regulates the negative relationship between ethical judgment of gray marketing, punishment expectation and gray marketing intention, but does not have a regulating role in the positive relationship between gray marketing empathy and gray marketing intention. The findings have practical value for the enterprises to enhance their salespersons＇ level of ethical judgment, and to reduce the effect of the individual emotional factors on the gray marketing behavior of decision makers.