Direct Selling Ethics: An Exploratory Investigation on Turkish Direct Sellers

Abstract

This study investigates the ethical evaluations of Turkish direct sellers of ethical dilemmas involving consumer complaints. In addition, the effects of market competition as well as some individual factors such as demographics, ethical ideology, locus of control, and Machiavellianism on direct sellers' judgments are also examined. The results suggest that the level of perceived market competition, formal education, external locus of control, relativism, and Machiavellianism explain the ethical evaluations of Turkish direct sellers. DOĞRUDAN SATIŞ ETİĞİ: TÜRKİYE'DEKİ DOĞRUDAN SATIŞ ELEMANLARI ÜZERİNDE KEŞİFSEL BİR ARAŞTIRMAÖZET Bu çalışmanın amacı, Türkiye'deki doğrudan satış elemanlarının, tüketici şikayetlerinden oluşturulmuş ahlaki olaylar hakkındaki değerlendirmelerini araştırmaktır. Bunun yanı sıra, piyasadaki rekabet ile satışcıların demografik özellikleri, ahlaki ideolojileri, denetim odaklılık ve Machevelizm düzeyleri gibi kişisel bir takım özelliklerinin de ahlaki değerlendirmeler üzerindeki etkisi incelenmiştir. Elde edilen sonuçlara göre, piyasadaki rekabetin algılanan düzeyi, eğitim düzeyi, dışsal denetim odaklılık, görecelilik ve Makyevelizm doğrudan satışçıların ahlaki değerlendirmelerini etkilemektedir. Anahtar Kelimeler: doğrudan satış etiği, tüketici şikayetleri, TürkiyeThis study explores the ethical evaluations of direct sellers who sell in a non-store environment, primarily at home, and hence, are different from typical salespeople who sell at stores.

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