行为合理化对销售人员灰色营销行为倾向的影响

被引：5

作者：

彭茜

庄贵军

机构：

[1] 西安交通大学管理学院过程控制与效率工程教育部重点实验室

来源：

管理科学 | 2012年 / 01期

关键词：

行为合理化; 计划行为理论; 灰色营销; 营销道德;

D O I：

暂无

中图分类号：

F274 [企业供销管理]; F224 [经济数学方法];

学科分类号：

1201 ; 0701 ; 070104 ;

摘要：

以中国企业间购销关系为研究平台,基于卖方视角,以计划行为理论和营销道德理论为基础,实证检验行为合理化对销售人员的灰色营销行为决策的影响,特别是行为合理化的调节作用。运用情境法对148位销售人员进行问卷调查,使用SPSS 15软件进行多元层次回归分析。研究结果表明,计划行为理论对中国销售人员的灰色营销行为有很好的解释作用;行为合理化对销售人员的灰色营销行为没有直接影响,但是会调节不道德性评价和感知的选择自由度与灰色营销行为倾向之间的相关关系,而对感知的支持与灰色营销行为倾向之间的相关关系没有调节作用。

引用

页码：55 / 65

页数：11

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