近年來台灣零售事業的激烈競爭有目共睹，又服務品質一直以來皆為零售業者所重視的一塊。本研究試圖釐清顧客對於銷售人員道德行為之理解與顧客公司認同間的關聯性，並且提出與檢驗研究假說，首先探討究竟顧客與銷售人員之間的互動形塑之道德觀感是否會影響顧客對公司產生認同，再來一但顧客公司認同產生是否會觸發消費者的內外角色行為。本研究利用結構方程模式檢驗變數間的參數估計值。本研究採用便利抽樣，問卷調查的對象為台灣地區的消費者，期間共回收有效問卷296份。研究結果顯示顧客對於銷售人員道德行為之理解對於顧客公司認同有重要且正面的影響。此外，一旦顧客形成對公司之認同，隨之而來的是回購意願之提升與正向口碑傳播之效應。最後，本研究提出管理意涵協助零售業管理者提升其銷售人員之職業道德，進而為公司創造更多忠實顧客群。

In recent years, it is not hard to tell that in the retail market of flaming competition in Taiwan, and quality of service is worth of being paid attention. The study tries to investigate the relationships between buyer reactions to ethical behaviors of salespeople and customer-company identification. Several hypotheses are developed and tested to find out whether interactions with salespeople generates customers’ ethical perceptions and impacts on customer-company identification. Moreover, the study intends to explore the consequences of customer-company identification (extra- or in- role behaviors). The study adopts structural equation modeling (SEM) to examine the path estimates among constructs. The study adopts convenience sample and the valid return of survey is 296. Results indicate that the significant and positive effects of both moral equity and relativism on customer-company identification and repurchase intention and positive word-of-mouth followed up. At last, the managerial implications of this study may help retailers with professional ethics of salespeople and create loyal customers.

國立中山大學研究生學位論文審定書 i
致謝 ii
摘要 iii
ABSTRACT iv
TABLE OF CONTENTS v
LIST OF TABLES viii
LIST OF FIGURES ix
CHAPTER ONE INTRODUCTION 1
1.1 RESEARCH BACKGROUND AND MOTIVES 1
1.2 RESEARCH PURPOSES 5
1.3 THE STRUCTURE OF THE STUDY 5
CHAPTER TWO LITERATURE REVIEW 7
2.1 SOCIAL IDENTITY THEORY 7
2.2 CUSTOMER -COMPANY IDENTIFICATION 8
2.3 MARKETING ETHICS 10
2.4 WORD OF MONTH 12
2.5 REPURCHASE INTENTION 14
CHAPTER THREE RESEARCH METHOD 16
3.1 HYPOTHESES 16
LITERATURE. 16
3.1.1 Conceptual Framework 16
3.1.2 Effects of Buyer Reactions to Ethical Behaviors of Salespeople on Customer-Company Identification 19
3.1.3 Effects of Customer-Company Identification on Repurchase Intention 21
3.1.4 Effects of Customer-Company Identification on Positive Word-of-Mouth 22
3.2 DEFINITIONS OF VARIABLES 23
3.2.1 Moral Equity 23
3.2.2 Relativism 24
3.2.3Customer-Company Identification 24
3.2.4 Repurchase Intention 24
3.2.5 Positive Word-of-Mouth 24
3.3 CONSTRUCT MEASUREMENT 24
3.3.1 Moral Equity Dimension 25
3.3.2 Relativism Dimension 26
3.3.3 Customer-Company Identification 26
3.3.4 Repurchase Intention 26
3.3.5 Positive Word-of- Mouth 27
3.4 PROCESS OF DATA COLLECTION 28
3.4.1 Survey Design 29
3.4.2 Sampling Plan and Context 29
3.5 ANALYTICAL METHOD 30
3.5.1 Descriptive Data Analysis 30
3.5.2 Reliability and Validity Analysis 30
3.5.3 Structural Equation Modeling 32
CHAPTER FOUR DATA ANALYSIS AND RESULTS 33
4.1 DESCRIPTIVE ANALYSIS 33
4.1.1 Data Collection 33
4.1.2 Characteristics of Respondents 34
4.2 VALIDITY AND RELIABILITY TEST 36
4.3 RESULTS OF HYPOTHESES 39
4.3.1 The Results of Testing Overall Model 40
4.3.2 The Result of Testing H1 40
4.3.3 The Result of Testing H2 40
4.3.4 The Result of Testing H3 41
4.3.5 The Result of Testing H4 41
4.4 GENERAL FINDINGS OF ANALYSIS 42
CHAPTER FIVE DISCUSSIONS AND CONCLUSIONS 43
5.1 DISCUSSIONS 43
5.2 RESEARCH CONTRIBUTIONS 44
5.3 SUGGESTIONS FOR FUTURE RESEARCH 46
5.4 LIMITATIONS 47
REFERENCE 49
APPENDIX: QUESTIONNAIRES 53

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