中文摘要：

基于营销道德理论与相关的研究文献，以企业的销售人员为调查对象，本文探讨了买方凶素（即以卖方为视角的买卖双方互动）对销售人员灰色营销道德判断和行为倾向的影响。研究结果显示：买方采购代理人索要灰色利益和提供较大的订单，一方面会促使卖方销售人员降低对于灰色营销行为的不道德评价，并由此提高其灰色营销的行为倾向；另一方面，这两个买方因素还会直接影响卖方销售人员的灰色营销行为倾向，诱使销售人员更倾向于在推销中采用灰色营销行为。最后，从理论贡献、实际应用、研究缺陷和今后研究的方向等方面讨论了研究结果。

英文摘要：

Based on theories of marketing ethics and relevant literature, this paper examines impact of two buyer factors, namely buyers＇ solicitation and order quantity,on salespersons＇ ethical evaluation of and intention for gray marketing. We found that buying agents＇ solitation for gray benefits and offer of bigger orders have negative impact on salespersons＇ judgment of gray marketing as unethical,which in turn increases their tendency to practice gray marketing. On the other hand, these two factors have direct and positive impact on salespersons＇ intention to adopt grey marketing. The research findings are discussed in relation to theoretical contributions, managerial implications, limitations, and directions for future studies.