臺灣博碩士論文加值系統

台灣在健保局給付經費不斷緊縮的醫療產業中，醫療機構的獲利空間一再被壓縮，相關的成本當然也會影響到醫療產品販賣業。販賣醫療產品的行銷手法又不同於一般商品，因此，業務拓展的責任落在公司與主要購買者（醫院、診所、藥局）接觸的第一線行銷業務人員身上。業務人員對外維繫公司的整體形象，而業務銷售成績是否達到預期目標，更直接影響公司的營收與財務的健全。
本研究旨在探討究竟具有何種人格特質的業務人員較適合醫療產業，以及業務人員的外表長像、專業性對其本身業績成長的影響，本研究採問卷調查法，以醫療產品販賣業之業務人員及醫師為對象，共發出300份問卷，回收231份，剔除無效問卷46份，有效問卷計185份。
本研究結果發現，業務人員的人格特質確實會影響其業務績效而其中具親和型的人格特質最具影響力。另由醫師部份受訪問卷之外表吸引力題項之值亦得知，研究結果存在著「異性相吸」的可能，同時也驗證了擁有美好的外表確實會令人留下較深刻及美好的印象。另本研究依據上述結論，分別對管理與實務及未來研究提出建議，以供參考。

In Taiwan’s medical industry that funds tighten constantly to good for Taiwan, the profit-making space of the medical organization is compressed constantly, certainly relevant cost can influence the medical industry that traffics product too. The marketing tactics of trafficking medical products are different from the general goods again, so, the responsibility that the business expands leaves the company and main buyer (the hospital, clinic, drugstore) On the forefront marketing business personnel contacting it. Business personnel maintain the overall image of the company to the outside, and business achievement of sale reach re-set target, influence camp of company it accepts to be sound with a financial one directly even more.
This research aims at discussing which kind of personality specialities business personnel are relatively suitable for the medical industry on earth, it is the long in the and business personnel one appearance like, professional lines for their influence growing up achievement not one's owns, this research adopts the investigation method of the questionnaire, regard business personnel and doctor of the medical industry that traffics products as the target, send out 300 questionnaires altogether, retrieve 231, reject 46 invalid questionnaires, the effective questionnaire counts 185 shares.
Result of study this find personality of business personnel speciality can influence their business performance and is it kiss to have among them really and personality of type speciality with strongest influence power. Another cured the division headquarters one and also learnt by value of one of appeal question of appearance of visiting one, result of study have possibility on ' opposite sex suck ', is it have bright appearance can make people leave deep and bright impression really to prove at the same time. Another this research, according to above-mentioned conclusions, and research and propose the suggestion in the future to management and practice separately, for your guidance.

封面內頁
簽名頁
授權書　　　　　　　　　　　　　 　　　　　　　　　 iii
中文摘要　　　　　　　　　　　　　　　　　　 　　　 iv
英文摘要　　　　　　　　　　　　　　　　　　　　　 v
誌謝　　　　　　　　　　　　　　　　　　　　　　　　 vi
目錄　　　　　　　　　　　　　　　　　　　　　　　　 vii
圖目錄　　　　　　　　　　　　　　　　　　　　　 ix
表目錄　　　　　　　　　　　　　　　　　　　　　 x

第一章　緒論
1.1 研究背景與動機　　　　　　　　　 　　　　 1
1.1.1 研究背景　　　　　　　　　　　　　　　　 1
1.1.2 研究動機　　　　　　　　　 　　　　　　 2
1.2 研究問題與目的　　　　　 　　　　　　　　 3

第二章　文獻探討
2.1 醫療產業與環境　　　　　　　　　　　 6
2.2 人格與人格特質　　　　　　　　　　　　 　　 8
2.2.1 人格的定義　　　　　　　　　　　　 8
2.2.2 人格的形成　　　　　　　　　　　　 12
2.2.3 人格特質　　　　　　　　　　　　　 13
2.3 外表吸引力、專業性　　　　　　　　　 22
2.3.1 業務說服力的來源因素　　　　　　　 24
2.3.2 代言人的影響方式　　　　　　　　　 28
2.4 績效　　　　　　　　　 　　　 30
2.5 研究假設推導　　　　　　　　　　 　　　 34

第三章　研究方法
3.1 研究架構　　　　　　　　　　　 36
3.2 變數之定義　　　　　　　　　　　　　　 37
3.3 資料之收集與分析方法　　　　　　　　 39
3.4 問卷設計　　　　　　　　 39

第四章　研究結果
4.1 問卷發放情形與樣本結構　　　　　　 44
4.2 信度分析　　　　　　　　　　　　　　 48
4.3 人格特質與外表吸引力、專業性對業務績效的影響　
　　　　　　　　　　　　　　　　　　　　　 53
4.3.1 相關分析　　　　　　　　　　　　　　 53
4.3.2 迴歸分析　　　　　　　　 55

第五章　研究結果與建議
5.1 研究結論　　　　　　 62
5.2 管理與實務意涵　　　　　　　　 64
5.3 未來研究方向與建議　　　　　　　　 67
5.4 研究限制　　　　　　　　 67
參考文獻
一、中文部分　　　　　　　　　　　 　　　　　　 69
二、英文部分　　　　　　　　　　　 　　　　　　 73
附錄一、人格特質問卷　　　　　　　　 　　　　　 81
附錄二、服務問卷　　　　　　　　　　 　　　　 81

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二、英文部份
1.Allport,G.W.(1961),Pattern and growth in personality.New York:Holt,Rinehart,& Winston.
2.Allport, G. W. & Odbert, H. S. (1936), “Trait names: A psycho-lexical study,” Psychological Monographs, 47, No.211.
3.Baker,M.J. and Churchill ,G. A. (1977),”The impact of Physically Attractive Models on Advertising Evaluation”,Journal of Marketing Reaearch,pp. 538-555,November.
4.Blau, G. J. (1985). The measurement and prediction of career commitment . Journal of Occupational Psychology, 58, pp. 277-288.
5.Barrick,M. R.,and Mount M. K. (1991),”The Big Five Personality Dimensions and Job Performance: A Meta-Analysis,”Personality Psychologh,Vol. 117,pp. 187-215.
6.Borman,W. C. & Motowidlo,S. J.(1993),Expanding the criterion domain to include elements of contextual performance.In N. Schmitt,W. C. Borman, & Associates,Personnel selection in organization(pp. 71-98). San Francisco:Jossey-Bass.
7.Bower,A. B.and Stacy Landreth (2001),”Is beauty best?Highs versus normally attractive models in advertising”,Journal of Advertising：Provo：Spring 2001,pp.1-12.
8.Cattle,R. B.(1943)，The Description of Personality：Basic Trait Resolved into Clusters. Journal of Abnormal and Social Psychologh,38,pp. 476-506.
9.Caballero,Marjorie J. and Solomon,Paul J.(1984),”Effects of Model Attractiveness on Sales Response”,Journal of Advertising,(13),pp. 17-23.
10.Caballero,M. J.,James R. Lumpkin and Charles S. Madden(1989),”Using Physical Attractiveness as an Advertising Tool:An Empirical Test of the Attraction Phenomenon,”Journal of Advertising Research,August/September,pp. 16-22.
11.Crano, W. D. (1970), “Effects of sex, response order, and expertise in conformity: A dispositional approach,” Sociometry, September, pp.239-252.
12.David V.Day and Stanley B.Silverman（1989）,Personality and Job Performance:Evidence of Incremental Validity,Personal Psychology,42,pp. 25-36.
13.Elsby(1969), F. H., Marketing and the Sales Manager, Pergamon Press Co.
14.Eysenck, H. J. (1947). Dimensions of personality. London: Routledge & Kegan Paul.
15.Fiske, D. W. (1949), “Consistency of the factoral structure of personality ratings from different sources,” Journal of Personality and Abnormal Psychology, 44, pp. 329-344.
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