• KSII Transactions on Internet and Information Systems (TIIS)
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• 제18권6호
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• pp.1583-1598
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• 2024

With the popularization and application of artificial intelligence technology in daily life, new ethical and moral problems constantly appear in human society. These ethical and moral problems have been associated with people's moral behavior and have become crucial issues. In traditional social situations, researches have proved that moral intensity affects people's moral behavior. However, in the context of applying artificial intelligence technology, the mechanism between moral intensity and moral behavior is unknown. Therefore, this study focuses on the relationship between moral intensity and moral behavior in the context of applying artificial intelligence technology, and introduces a new concept - technology moral sense (TMS) into the theoretical model. Research method: We set various situations of applying artificial intelligence technology and adopt the situational experiment method to analyze the relationship between moral intensity and moral behavior in different application scenarios. The results show that moral intensity has a significant influence on moral behavior, while the technology moral sense performs a mediating function.

• 한국의류학회지
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• 제48권4호
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• pp.597-614
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• 2024

This study examines how idealism and relativism, which are the two dimensions of personal moral philosophy, and the perceived moral intensity affect the purchase behavior of consumers regarding fashion items made of animal skin and fur. Data were collected through an online survey, and data from 372 Korean female consumers were statistically analyzed, excluding questionnaires with non-response, insincere responses, and outliers. The data analysis using structural equation models showed a significant effect of idealism but a non-significant effect of relativism on perceived moral intensity concerning the purchase of real leather and fur fashion items. In a structural equation model for each fashion item, perceived moral intensity had a negative effect on purchase behavior. The indirect effect of idealism on purchase behavior through the perceived moral intensity was confirmed to be statistifically significant for each fashion item. However, neither idealism nor relativism had a direct effect on the purchase behavior of both fashion items. The research results were discussed from an academic perspective and practical implications were presented.

• 한국지역사회생활과학회지
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• 제22권4호
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• pp.655-668
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• 2011

Although consumer ethical behavior related with illegal copies of digital software has been considered to be an important issue, not many studies have attempted to examine the issue. Firstly, this study attemped to explain the moral judgment and intention to make illegal copies of smart phone applications for college students. Secondly, psychological factors such as moral intensity and perceived risk related to making illegal copies were tested to be significantly different in individual characteristics such as experience of ethical education and past experience of making illegal copies of software, sex, age and household income. Thirdly, the effect of related factors such as psychological factors and individual characteristics was estimated to significantly influence moral judgment and intention to make illegal copies. Two step method(using LIMDEP program) was applied to estimate the model as a structural equation model. According to the results of this study, magnitude of consequences, financial risk and performance risk were found to be significantly different in income groups(less than middle class vs more than middle class). Prosecution risk was found to be significantly different in gender groups(female vs male). In addition, social consensus, financial risk, performance risk and prosecution risk were found to be significantly different in ethical education groups(experience vs no experience). Furthermore, moral judgment for making illegal copies of smart phone applications was found to be significantly influenced by income, ethical education, magnitude of consequences, temporal immediacy and social consensus. And intention to make illegal copies of smart phone applications was found to be significantly influenced by moral judgment, age, financial risk, performance risk and prosecution risk.

• The Journal of Asian Finance, Economics and Business
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• 제9권6호
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• pp.53-67
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• 2022

The study's goal is to look at the factors that influence people's willingness to whistleblow in the Malaysian public sector by applying two elements from the Moral Intensity Theory: the magnitude of consequences and societal consensus with professional commitment as an additional variable. The cross-sectional study used primary data collection through questionnaires adopted from previous studies. The survey questionnaires were distributed to target respondents from 27 ministries in Malaysian public sectors selected based on their grade positions in the departments ranging from Grade 29 and above. The findings revealed that societal consensus and professional commitments significantly impact the intention to whistleblow. The findings imply that closed people's opinions may have certain persuasive elements that influence the act of whistleblowing as a moral and ethical activity, thereby increasing their whistleblowing intention. The results also suggest that when individuals are more committed to their career and organization, they will act ethically and under the professional norm, hence, they will be inclined to whistleblow. On the other hand, the magnitude of consequences suggested an insignificant relationship with the intention to whistleblow. The results could facilitate the government in curbing the whistleblowing issue by defining its root before the implementation of necessary policies.