基于上述背景，本研究试图以直销渠道中代理商面对伦理两难为出发点，探讨直
销代理商的伦理性决策过程以及道德强度和参照群体对其伦理性决策三阶段（伦理性
认知、伦理性判断、伦理性意向）的影响。本研究采用情境法设计调查问卷来测量伦
理性决策、道德强度、参照群体。作者共发放问卷 280 份，回收有效问卷 224 份，最
后运用 SPSS18.0 软件进行统计分析。研究结果表明：
（1）伦理性认知与伦理性判断之间具有显著的正相关关系、伦理性认知与伦理
性意向之间具有显著的负相关关系、伦理性判断与伦理性意向之间具有显著的负相关
关系。
（2）道德强度与伦理性认知、伦理性判断呈正相关关系，道德强度与伦理性意
向具有显著的负相关关系。结果大小、社会共识、效应可能性对伦理性决策的三个阶
段——伦理性认知、伦理性判断和伦理性意向均具有显著的作用，效应集中性仅在诋
毁竞争对手公司情境中对伦理性判断具有显著的影响。
（3）参照群体对伦理性决策三阶段——伦理性认知、伦理性判断和伦理性意向
具有显著的影响。在伦理性认知阶段，直销代理商更多地受到组织内的同级直销代理
商和组织外部竞争对手的影响。在伦理性判断阶段，组织内的上级直销代理商和组织
外部竞争对手对直销代理商的行为倾向有显著地影响，组织内的上级直销代理商对其
行为倾向的影响最大。在伦理性意向阶段，组织内的同级和上级直销代理商以及组织
外部竞争对手均对直销代理商的行为倾向有显著影响。
最后根据研究结果，从理论和实践两个方面提出建议和意见。同时对本研究存在
的不足和进一步研究需要解决的问题以及研究展望进行了说明。
关键词：直销渠道；直销代理商；伦理性决策；道德强度；参照群体
Abstract
China Direct Selling goes through many detours, resulting in many non-ethical
behaviors in the direct selling channel. Direct selling agents diretly contact with the
consumers. Based on the evaluations about direct selling agents, consumers decide to
trust the agents or not and form companies’ word of mouth.So with the Chinese cultural
background, what factors restrict ethical decision-making behavior by agents in the direct
selling channel How to enhance ethical improvement of direct selling companies and
their team These have become important research questions.
With such a background，this research attempts to help both the academic and
practical communities to understand how moral intensity affects ethical decision making in
direct selling business in China. The author of this research studies the influence of moral
intensity on decision making in direct selling sector. Direct selling ethical scenarios were
utilized as situations for measuring moral intensity and ethical decision making. There are
224 valid questionnaires collected and the author uses SPSS18.0 software for statistical
analysis. The results showed that:
(1) Ethical perception has a significant positive correlation to ethical judgment, ethical
perception has a significant negative correlation to ethical intention, and ethical judgment
has a significant negative correlation to ethical intention.
(2) Moral intensity has a positive correlation to ethical perception and ethical
judgment, and moral intensity has a negative correlation to ethical intention. Magnitudes
of consequence, social consensus and probability of effect in moral intensity have
significant predictive effect to ethical perception, ethical judgment and ethical intention.
Concentration of effect has significant predictive effect to ethical judgment in only one of
ethics scenarios.
(3) Reference group has a significant impact on ethical decision-making in three
stages. In ethical perception stage,direct selling agents are more influenced by colleagues
within the organization and competitors outside the organization.In ethical judgment stage,
the leaders within the organization and outside the organization's competitors have a
significant impact on agents.Leaders within the organization led the greatest impact on
agents. In ethical intention stage, colleagues and leadership within the organization and
competitors outside the organization tend to have a significant direct impact on the behavior
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