年政治與經濟方面的改革帶來針對越南人在經營中的處事觀念的研究需求。此研究豐富化學術知識以及可以將儒家思想實際運用到越南經營中，論文包括：一為越南人在經營中對仁、義、禮、智、信的態度與觀點；二是確定越南人經營中視為道德行為的具體行動為何；三是根據人口學因素進行比較確定越南人之間對以上的態度觀點的不同之處；四為根據人口學因素進行比較確定越南人之間經營中的道德行為的不同之處；五為去了解仁、義、禮、智、信的態度觀點對越南人經
營中道德行為的影響。國營企業的管理者被邀請訪問，且回答問卷。訪問及問卷答題的結果通過分析描述、要素分析、相關數字分析、回歸分析方法、Kruskal-Wallis 分析等方法，以及計算工具為軟體SPSS 版本19 來處理。研究結果可運用到有關越南經營中道德行為的學術領域。

Vietnam at the beginning of the 21st century is known as a developing country with a single-party political system and a transitional economy. The country is also known as being much influenced by Confucianism on almost aspects of society after the historical period of nearly-1000-year of China’s imperialism. The political and economic renewals in 1986 given rise to a need of analyzing Vietnamese organizational behaviors in business. This study aims to enrich both academic and applied understandings the contemporary influence of Confucianism on doing business in Vietnam by (1) identifying attitudes towards the five Confucian’s cardinal virtues ren, yi, li, zhi, and xin of Vietnamese managers in business; (2) identifying what Ethical
behavior in business of Vietnamese managers are in term of specific activities; (3) identifying if there is any difference in these attitudes among managers with respect to the eight demographic factors of gender, age, religion, education level, geographic area, management level, enterprise’s employment size, and industry sector; (4) identifying if there is any difference in Ethical behavior of managers with respect to these eight demographic factors, and (5) examining influences of these attitudes on Ethical behavior in business. Managers from state-owned enterprises participated in personal in depth interviews and self-administrative questionnaire survey. Analysis of participant’s responses from both interviews and questionnaire survey is conducted with employment of descriptive analysis, factor analysis, correlation analysis, univariate analysis and multivariate analysis, with Statistical Package for the Social Sciences (SPSS) v19. The study results in many specific outcomes with potentially applicable implications to business ethics field under the circumstance of Vietnam.

Acknowledgements ........................................................................................................... i
摘要................................................................................................................................. iii
Abstract............................................................................................................................ iv
Table of Contents...............................................................................................................v
List of Figures.................................................................................................................. ix
List of Tables .....................................................................................................................x
Chapter 1 INTRODUCTION.....................................................................................1
1.1. Overview of Vietnam political, economic and cultural context .....................1
1.1.1 The political system in Vietnam.......................................................1
1.1.2 The economy of Vietnam.................................................................2
1.1.3 Vietnamese culture ...........................................................................3
1.1.4 Doing business in Vietnam...............................................................5
1.2. Confucianism in Vietnam...............................................................................8
1.3. Research motivation, purpose, objectives and questions .............................10
1.3.1 Research Motivation.......................................................................10
1.3.2 Research Purpose, Objectives and Questions.................................12
1.4. Research scope .............................................................................................13
1.5. Definition of Terms ......................................................................................14
Chapter 2 LITERATURE REVIEW........................................................................16
2.1. From Attitude to Behavior............................................................................16
2.2. Cultural Influence and Ethical Decision in Business ...................................20
2.2.1. Cultural influence in business........................................................20
2.2.2. Business Ethics and Ethical behavior in Business.........................21
vi
2.2.3. Ethical decision in business ...........................................................23
2.3. Confucianism’s Influence and Virtues .........................................................25
2.3.1. Confucianism.................................................................................25
2.3.2. Confucianism’s influence ..............................................................27
2.3.3. Confucian’s cardinal virtues..........................................................28
2.4. Confucian’s cardinal virtues in Vietnam......................................................30
2.4.1. Attitude towards virtues in relation with demographic factors .....30
2.4.2. Understanding of virtues from perspective of business people .....36
2.4.3. Case studies ...................................................................................40
2.5. Research hypotheses.....................................................................................44
Chapter 3 RESEARCH METHODOLOGY.................................................................46
3.1. Research Method ..........................................................................................46
3.2. Research Procedure ......................................................................................47
3.3. Research Framework ....................................................................................51
3.4. Research Sampling .......................................................................................55
3.4.1. Research subjects...........................................................................55
3.4.2. Research population - SOEs ..........................................................56
3.4.3. Sample and sampling frame ..........................................................57
3.5 Data Measurement and Collection ...............................................................59
3.5.1. Concepts, scales and measurement................................................59
3.5.2. Data collection instrument.............................................................61
3.5.3. Validity and reliability of questionnaire ........................................64
3.6. Data Analysis................................................................................................67
3.6.1. Editing and coding data collected..................................................68
3.6.2. Analytical techniques ....................................................................69
vii
Chapter 4 RESEARCH ANALYSIS............................................................................70
4.1. Interview Data Analysis ...............................................................................70
4.1.1 Summary of personal in-depth interview’s responses....................70
4.1.2 Comparison between traditional and business virtues....................79
4.2. Descriptive Analysis for Questionnaire Data ...............................................80
4.3. Factor analysis ..............................................................................................84
4.3. Correlation Analysis .....................................................................................91
4.4. Univariate Analysis for Questionnaire Data.................................................93
4.4.1 Test of difference in virutes between demographic groups .........93
4.4.2 Test of difference in behavior between demographic groups....105
Chapter 5 CONCLUSION, DISCUSSION, IMPLICATION ...................................117
5.1. Conclusion..................................................................................................117
5.1.1 Attitudes towards the five Confucian’s cardinal virtues...........118
5.1.2 Ethical behavior in business in term of specific activities ........119
5.1.3 Differences in attitudes with respect to demographic factors ...120
5.1.4 Differences in behavior with respect to demographic factors ..124
5.1.5 Influcence of cardinal virtues on Ethical behavior ...................124
5.2. Discussion...................................................................................................125
5.3. Implication..................................................................................................127
REFERENCES ..............................................................................................................128
APPENDIX ...................................................................................................................137
Table A-1 Kohlberg’s theory of moral development (Kohlberg, 1984)........137
Personal in-depth interview questions...............................................................138
Self-administrative Questionnaire .....................................................................139
Personal in-depth interview questions in Vietnamese.......................................143
viii
Self-administrative Questionnaire in Vietnamese .............................................144
Interview’s Responses .......................................................................................150

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