隨著網際網路的普及運用，網路上的消費者行為日益蓬勃，也因網路特性之賜，消費者可以使用匿名或別名來從事網路行為，而以一種與真實身份不同的面目出現在網路界面上，並造就了有別於一般實體環境的網路自我，進而發展出網路倫理次文化。因此，消費者的倫理信念是否因虛擬或實體環境的不同而有所變化，則為本研究所探討的宗旨。本研究以十八歲以上成年人為受訪對象，透過書面問卷調查與網路問卷兩種方式進行施測，共獲得有效問卷共409份。結果中發現，消費者的一般消費倫理與網路消費倫理間確實存在顯著的差異性，此乃表示消費者在實體界面的倫理行為認知與表現，並不代表其在虛擬的網路環境上亦具有相同的倫理認知。另外，更透過消費者的生活態度及性別來分別檢測其是否會對一般消費倫理與網路消費倫理產生影響，以期透過本研究結果，更能深入瞭解消費者在不同環境下的消費倫理思維，並對學術研究及企業實務上有所貢獻。 Due to the characteristics of online environments, individual could do something in a virtual space with anonymous/pseudo name. This phenomenon made virtual online ego different from personal ego in physical environment. Whether consumers hold different ethical beliefs that was influenced by the properties of online or offline environment became an interest issue. The purpose of this study was to identify the influence source. Several significance outcomes were obtained from a survey of 409 valid sample respondents. The result showed that consumers' ethics were significantly different with consumers' e-ethics. The finding of this study identified different effects on attitude toward business, attitude toward mankind, gender on consumers' ethics beliefs and e-ethical beliefs, respectively. The information provided valuable references for further study of consumer e-ethical beliefs and business practices.
