01 18 Journal of Building and Planning National Taiwan University NUMBER 12, Dec. 2004, RESEARCH. pp. 01~18 * A Study of the Relationship Between Ethical Evaluation, Ethical Judgment and Behavior Intention: An Example of Real Estate Market by Chun-Chang Lee* Reidenbach and Robin1988 Multidimensional Ethics Scale MES ABSTRACT This study explores the ethical issues in the real estate Market. This applies the multidimensional ethics scale (MES) to measure the ethical evaluation. We do design the three ethical stories that can test the ethical policy to the responder. We do have to apply the path model evaluating the relationship between ethical evaluation, ethical judgment and behavior intention. We can attain that ethical evaluation could have different effects to ethical judgment and behavior intention. Keywords: real estate market, ethical evaluation, ethical judgment, behavior intention, Multidimensional Ethics Scale (MES). 92925 921110 93120 93425 93520 * 1
1. principal 2002 2. 3. Hoyt and Schwer1998 Sturdivant and Cocanougher1973 Allmon and Grant1990 voice Hunt and stress analysis Vitell1986 HV Sayre, Joyce and Lambert1991 Okoruwa and Thompson1999 HV HV 1997 1999 HV 1 lying Mayo and Marks1990 deliberate deception proprietary information witholding information corrupted Mayo and Marks1990 2002 Hunt and Vasquez-Parraga1993 2
Mayo and Marks1990 Hunt and Vasquez-Parraga 1993 Hunt and Vitell1986 HV 1999 HV 1999 HV 1999 1 1. 2. Hunt and Vitell1986 Mayo and MarksHunt and Kohoberg moral Vasquez-Parraga1993 1999 judgement maturity score MMS 1 3
Rest1979 Defining Issues Test DIT DIT Rest Kohlberg 8 Kohlberg 8 DIT 1. 2. 3. 4. P 5. Reidenbach, Robin and Dawson1991 Tansey, Brown 1994 DIT and Hymabn1992 Reidenbach and Robin1990 1997 Reidenbach and Robin1900 29 3 32 3 Multidimensional Ethics Scale MES Reidenbach and Robin1900 Rest1979 Reidenbach and Robin1900 Reidenbach and Robin1988 Hunt and Vasquez-Parraga1993 Mayo and Marks1990 Kohlberg1984 Reidenbach and Robin1988 1994 1995LaTour and Henthorne1994 3 Likert 7 Reidenbach and Robin 1988 4 3 3 Reidenbach and Robin1988 96 8 4 3 4 2 19 1 Reidenbach and Robin1988 29 Reidenbach and Robin1990 4
1. 20031 2. 600 143 23.8% 2 7 3. 1. 1 7 structural equation causal model exogenous variables 1 28 19.7 62 43.7 50 35.2 2 1.4 14 9.9 11 7.7 31 21.8 50 35.2 31 21.8 3~4 21 14.7 5~6 20 14.0 7~8 17 11.9 9~10 13 9.1 11~12 7 4.9 13 7 4.9 2 N143 % 92 64.3 51 35.7 5 3.5 2 58 40.6 5
6 endogenous variables SPSS path coefficient 2. principle component analysis varimax rotation eigenvalue 1 20002-21 0. 60 17 0.8710.9130.928 Bartlett 8191233 1424 5% Kaiser-Meyer-Olkin 0.8080.886 0.888 78.11%72.55%75.22% 3 0.6550.928 0.50 0.50 0.5 0.50 3 1 0 1 0 1 0 4 5 8 9 1 0 1 0 4 ~6 2~4 0.437F 11.319 43.7% 0.750 56.3% 0.3740.0210.416-0.107 5%
3 α0.87 4.91 1. 0.879 0.823 % 44.62 2. 0.841 % 44.62 3. 0.646 4.0.453 1.47 1.0.892 0.826 13.35 2.0.830 57.97 3.0.670 1.21 1. 0.870 0.740 11.03 2. 0.844 69.00 1.002 1.0.900 0.698 9.11 2. 0.725 78.11 0.913 6.70 1.0.875 0.920 51.52 2.0.854 51.52 3. 0.821 4.0.814 5. 0.749 1.48 1. 0.813 0.864 11.42 2. 0.804 62.94 3. 0.762 4.0.743 5. 0.683 6. 0.544 1.25 1. 0.887 0.655 9.61 2. 0.796 72.55 0.928 7.58 1. 0.865 0.763 50.53 2. 0.806 50.53 3. 0.750 4. 0.621 1.43 1.0.783 0.827 9.55 2.0.752 60.09 3.0.671 4. 1.22 1. 0.839 0.756 8.16 2. 0.652 68.24 3.0.554 1.05 1. 0.888 0.880 6.98 2. 0.858 75.22 3. 0.659 4. 0.469 7
8 0.639F 23.02 63.9% 0.601-0.4140.1080.119-0.0120.350 5% 10% -0.4140.1080.119-0.012 0.131 0.374*0.350 0.007 0.021*0.350 0.146 0.416*0.350-0.037-0.107*0.350-0.2830.1150.535-0.049 3 0.426F 12.17 42.6% 0.758 0.1970.2570.368 5% 0.666 F 28.79 66.6% 0.578-0.1080.4030.133 0.511 5% 5% -0.108 0.4030.133-0.055-0.108*0.511 0.206 0.403*0.511 0.068 0.133*0.511-01630.609 0.201 4 0.543 F 17.29 54.3% 0.676-0.037 0.1010.609-0.104 5% 0.598F 19.15 59.8% 0.634-0.0130.1810.4400.2020.208 5% 5% -0.0130.1810.440
2 3 9
10 0.202-0.008-0.037*0.2080.021 0.101*0.2080.127 0.609*0.208-0.022-0.104*0.208-00210.3080.567 0.180 Hunt and Vitell1986 Reidenbach and Robin1990 1995 1999 4
1999 1999 4 N143 t t 0.374** 4.09 0.414** 5.30 0.021 0.25 0.108 1.58 0.416** 5.58 0.119* 1.79-0.107-1.35-0.012-0.19 0.350** 4.98 0.014 0.20-0.008-0.14 0.123 1.64 0.007 0.11 0.059 0.80-0.039-0.66 0.123 1.53-0.032-0.49 0.060 0.75 0.043 0.67 F 11.32 23.02 R 0.437 0.639 ** 5% * 10% 5 N143 t t 0.197** 2.12-0.108-1.49 0.257 2.72 0.403** 5.42 0.368** 5.08 0.133** 2.18 0.511** 7.63 0.032 0.46-0.034-0.64 0.059 0.77 0.145** 2.44 0.059 0.81 0.091 1.63-0.023-0.28-0.051-0.84 0.069 0.84 0.002 0.03 F 12.17 28.79 R 0.426 0.666 ** 5% * 10% 11
6 N143 t t 0.013 0.16-0.037-0.48 0.181** 2.01 0.101 1.18 0.440** 5.14 0.609** 6.87 0.202** 2.35-0.104-1.27 0.208** 2.54-0.084-1.36 0.031 0.52-0.017-0.25-0.073-1.15 0.001 0.01 0.071 1.15 0.099 1.39-0.005-0.07-0.053-0.72 0.052 0.75 F 17.29 19.15 R 0.547 0.598 ** 5% * 10% 12
6 linear 7 1 R 2 coefficient structural relations modellisrel of alienation SPSS LISREL path analysis latent variables 1 1995 Justice Theory Relativism Egoism Utilitarianism Deontology 2000 2 152-21 1997 51 49-74 1994 1999 3 74 1025-1047 Reidenbach and Robin 2002 111 35-53 2000 SPSS 1994 DIT 1990 1997 39 95-117 1994 4 3 5 7 9 5 Allmon, D. E. and J.Grant 5Reidenbach and Robin1900 1990 "Real Estate Sales Agents and the Code of Ethics: A Voice Stress Analysis", Journal of Business Ethics. 910 : 807-812. Cohen, J. R., L. W. Pant and D. J. Pant 1999 1993 "A validation and extension of a multidimensional ethics scale", Journal of Business Ethics. 13: 13-26. 13
Hoyt, R. W. and R. K. Schwer 1998 "Ethical beliefs and values of real estate salespeople", American Real Estate Society 1998 Annual Meeting. Hunt, S. D. and A. Z. Vasquez-Pazrraga 1993 "Organizational consequences, marketing ethics, and salesforce supervision", Journal of Marketing Research. 301 : 78-90. Hunt, S. D., and S. Vitell 1986 " A general theory of marketing ethics", Journal of Kohlberg, L. Macromarketing. 61 : 5-16. 1984 The Philosophy of Moral Development. San Francisco: Harper & Row, CA. LaTour, M. S., and T. L. Henthorne 1994 "Ethical judgments of sexual appeals in print advertising", Journal of Advertising. 233 : 81-90. Mayo, M. A. and L. J. Marks 1990 "An empirical investigation of a general theory of marketing ethics", Journal of the Academy of Marketing Science. 182 : 163-171. Okoruwa, A. A. and A. F. Thompson 1999 "An Empirical Analysis of Real Estate Brokerage Ethics", Research Issues in Real Estate. Volume 5, edited by Roulac S.E., Howard and American Real Estate Society. Reidenbach, R. E. & D. P. Robin 1988 "Some initial steps toward improving the measurement of ethical evaluations of marketing activities", Journal of Business Ethics. 7: 871-879. Reidenbach, R. E. and Robin, D. P. 1990 "Toward the development of a multidimensional Rest, J. R. scale for improving evaluations of business ethics", Journal of business ethics. 7, 871-879. 1979 "Development in Judging Moral Issues", Minnepolis, MN: University of Minneapolis Press. Sayer, S., M. L. Joyce and D. R. Lambert 1991 "Gender and Sales Ethics: Are Women Penalized Less Severely Than Their Male Counterparts?", Journal of Personal Selling and Sales Management. 64 : 49-54. Sturdivant, F. D. and A. B. Cocanougher 1973 "What Are Ethical Marketing Practices", Harvard Business Review. 1012 : 176. Tansey, R., R. Brown and M. R. Hyman 1992 "Ethical judgments about wartime ads depicting combat", Journal of Advertising. 11: 3, 57-74. 14
08-72387003200 1. (1) (2) 2. 3. (1) (2) (3) (4) 4. (1) (2) (3) (4) (5) (6) (7) 5. (1)30 (2)31~40 (3)41~50 (4)51~60 (5)61~70 (6)71~80 (7)81~90 (8)91~100 (9)101~110 (10)111~120 (11)121~130 (12)131~140 (13)141~150 (14)151 6. (1)2 (2)34 (3)56 (4)78 (5)9 10 (6)11~12 (7)13 7. 1. 2. 8. : 1. 2. 3. 4. 5. Likert Likert Likert 15
16
17
18 D D?