Retail Salespeople''s Ethical Perceptions:The Influence of Chinese Culture

• Main Authors: Ching-Yun Huang, 黃靖芸
• Other Authors: Wen-Yeh Huang
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/54968640311765571185

碩士 === 元智大學 === 企業管理學系 === 97 === Ethical issues in marketing have gained more interest and importance in recent years. All businesses face ethical problems, especially when they are in direct contact with the customer. And salespeople are the front line of interacting with customer, therefore salespeople is easier to face ethical dilemma. If salespeople with no ethics, it will not only harm customer also affect firm. In this study, we want to find the effect of Chinese culture on salespeople’s ethical perceptions. In Chinese culture, people tend to concern about relationship between others. In Chinese, personal connection is called Guanxi. Recently researches had a lot study on effect on Chinese people. The purpose of our study is to understand how salespeople form ethical perception under different types of Guanxi with customers. This study based on Hwang (1987) to separate Guanxi into three different type- expressive ties, instrumental ties and mixed ties. And use scenarios to present Guanxi description and ethical problem that indicate real life situation. And the moral intensity scale is used to measure ethical perceptions. In the finding, result show in low ethical problem situation, when salespeople and customer belong to expressive ties, salespeople less aware ethical problem than those in instrumental and mixed ties. In opposite, there is no different of salespeople’s ethical perception under three Guanxi types.