The relationship between perceived moral intensity and business ethical sensitivity of Chinese insurance agents: the mediating role of empathy
by Na Zhang; Jian Zhang; Jing Wang
International Journal of Services Technology and Management (IJSTM), Vol. 25, No. 2, 2019

Abstract: Insurance agents' business ethics and social image represent an industrial image for the public. However, previous research on insurance agents has mainly focused on the industrial and organisational-level; individual-level research on personal insurance agents' psychology and behaviour, which is the foundation and core of the management of an insurance company, has received the least attention. The present study introduces empathy, a moral emotion, into the issue-contingent model to explore the influence of perceived moral intensity on the business ethical sensitivity of Chinese insurance agents. Through the regression analysis of 417 insurance agents, it is found that perceived moral intensity is a significant positive function of business ethical sensitivity. Furthermore, empathy has a full mediation effect in the relationship between perceived moral intensity and business ethical sensitivity. The integrated model of perceived moral intensity, individual's empathy and business ethical sensitivity makes several contributions to service research and management.

Online publication date: Wed, 06-Mar-2019

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