판매원의 윤리적 기반이 마케팅의사결정에 미치는 영향 - 정보통신 관련업을 중심으로 - = The Influence of Moral Judgement Levels of Salespersons on Their Ethical Marketing Decision Making in Information and Communication Related Industry

다국어 초록 (Multilingual Abstract)

The purpose of this research is to analyze how moral judgement levels of salespersons have influence on their ethical marketing decision making in information and communication related industry. This research made an analysis of the ethical marketing decision affected by interactions between moral judgement levels and personal variables of salespersons as well as their moral judgement levels and personal variables. The study results show that the higher a salesperson perceives the moral judgement level of the company, the boss, and the colleagues, the more they positively influence on ethical marketing decision making.

국문 초록 (Abstract)

본 연구의 목적은 정보통신관련 판매업에 종사하는 판매원의 윤리적 기반이 마케팅의사결정에 미치는 영향을 분석하는데 있다. 본 연구는 정보통신관련 판매업에 종사하는 판매원의 윤리판단력에 대한 지각 수준, 개인능력, 윤리판단력에 대한 지각 수준과 개인능력 사이 상호작용 효과가 마케팅의사결정에 미치는 영향을 분석하였다. 그 결과 기업의 윤리판단력에 대한 지각이 높은 판매원일수록, 상사의 윤리판단력에 대한 지각이 높은 판매원일수록, 동료의 윤리판단력에 대한 지각이 높은 판매원일수록 마케팅의사결정에 긍정적인 영향을 미치고 있음을 발견하였다

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