道德哲學及道德強度對道德決策過程的影響-以大陸地區消費者網路拍賣議題為例

Abstract

[[abstract]]摘要網路拍賣是時代的趨勢，其交易額均逐年呈現正成長，然而台灣與大陸相關的詐騙案件數卻也隨之成長。由於網路交易的匿名性、不確定等特性，讓相關的爭議事件層出不窮，故本文之研究動機在於強化並探討網路拍賣中不道德行為的背後成因。影響道德決策過程的三大變數為個人因素、議題因素及環境因素，然而過去鮮少對大陸地區做相關的研究，尤其是議題因素所造成的影響，故本研究致力於了解先前研究較不足的議題因素，且加強驗證個人因素的影響力。本研究主要探討三大變數，分別為個人道德哲學與議題道德強度對網路拍賣使用者其道德決策過程的影響。在研究方法上採取網路問卷調查方式實施，以大陸地區網友為研究對象，共發放520份網路問卷，回收449份有效網路問卷樣本，實施日期自2010年11月1日至2010年12月31日為期二個月，分析研究結果顯示個人道德哲學中只有理想主義對議題道德強度及道德決策過程有顯著影響，相對主義對議題道德強度中潛在社會壓力有顯著解釋力，但對道德決策過程無顯著解釋力。議題道德強度可區分成兩大構面，分別是潛在傷害與社會壓力，此兩大構面皆對道德決策過程有顯著解釋力。本研究之研究結果期望能提供給網路拍賣平台的管理者及相關業者參考，期能有效管理及減少相關的網路詐騙糾紛案件。

[[abstract]]AbstractThe action of online auctions has become a trend since the transaction amount are growing every year. However, the case number of online auctions fraud is also increasing every year in Taiwan and Mainland China.Controversy acts of online auctions are often occur by anonymity, uncertainties and other factors. Three major factors dominating ethical decision- making process are personal, social and situational. The paper focuses on examining the relative impact of moral philosophy and moral intensity on ethical decision- making. In the past, few related research have been carried out in Mainland China, especially on the impact of social factors. This study first analyzed this factor previously under-researched issues and strengthen the influence of personal factors.Based on the research results of 449 web-based valid questionnaires from 520 questionnaires released online, it conclude that idealism have impact on moral intensity and ethical decision-making whereas relativism only shows significance on potential social pressure. The implementation period for this study are from November 1, 2010 to December 31, 2010, a total of two months time.The results showed that personal morality is a significant impact on the perceived moral intensity and ethical decision-making process under the idealism. "Relativism have significant explanatory for the social pressure in perceived moral intensity", but do not in ethical decision-making process. perceived moral strength be divided into two of the dimensions, namely the potential harm and social pressure.These two dimensions of moral decision-making process are a clear explanation. By effective supervision to online auctions platform, the results will constrained unethical online auctions fraud.