“欺生”还是“杀熟”?——关系强度与非对称性对营销员间非道德行为意愿的影响

Will Tie Strength and Relationship Asymmetry Between Two Salespeople Influence Their Unethical Behavior?

现有理论未能充分揭示关系强度对非道德行为意愿的影响,也未能将非对称性对非道德行为意愿的影响纳入研究范畴,实证研究则更为缺乏。本文以保险营销员为研究对象,通过2个组间实验研究了关系强度、非对称性对营销员间非道德行为意愿的影响,并考察了行为的非道德强度对上述关系的调节作用。研究发现:(1)关系强度越高,非道德行为意愿越低。非道德强度调节了关系强度对非道德行为意愿的影响,在非道德强度高的情境下,关系强度对非道德行为意愿的影响更大,这与传统的"杀熟"结论不同。(2)非对称性对非道德行为意愿的影响受到了非道德强度的调节。在非道德强度高的情境时,处于强势地位的一方其非道德行为意愿更强;而在面对非道德强度低的情境时,处于弱势地位的一方其非道德行为意愿更强。

Empirical studies on how social network influences the unethical behavior inclination are rare domestically and internationally.This study is to explore how the two characteristics of social network,namely,tie strength and asymmetry influence people's unethical behavior inclination. Empirical researches are conducted among sales persons in an insurance company through two scenario experiments of factorial design. Findings include:(1) tie strength is negatively correlated to unethical behavior-the stronger the tie strength,the less inclination toward unethical behavior; unethical intensity moderates the influence of tie strength over unethical behavior-the higher the unethical intensity,the greater influence of tie strength over unethical behavior.(2) unethical intensity moderates the influence of asymmetry over unethical behavior inclination-the higher the unethical intensity,the stronger the unethical behavior inclination of the disadvantaged party and vice versa.