中文摘要：

从个人文化特征的视角出发,构建了一个中国营销经理道德敏感性的影响因素模型。针对中国大陆营销经理,采用情景法进行了问卷调查。数据分析发现,权力欲在送礼情景下显著影响营销经理的道德敏感性,金钱欲、社会责任意识和商业道德教育在产品缺陷情景下显著影响营销经理的道德敏感性。同时,引入并检验了金钱欲、权力欲等若干新变量对营销道德决策的影响,针对中国大陆营销经理的研究弥补了社会文化差异对道德敏感性影响的研究空缺。

英文摘要：

In a perspective of individual cultural character, this paper develops a model of marketing managers＇ ethical sensitivity. Using questionnaire with two ethical dilemma scenarios we surveyed marketing managers in mainland China. After data analyses, it is found that two variables we create plays significant roles. ＂Desire For Power＂ significantly influences the ethical sensitivity of Chinese managers in the scenario concerning bribery. ＂Desire For Money＂, social responsibility and business ethical training significantly influence it in the scenario of acquiescing product defect. We propose and validate two cultural variables and fill in the gap of research in the effect of social culture differences on ethical sensitivity by using the samples of Chinese marketing managers.