臺灣博碩士論文加值系統

接近美好的事物是人的本能，因此產品廣告及代言常採用俊男美女吸引大眾的目光。研究指出，高度面部吸引力常伴隨著一些優點，例如人們喜歡與面部吸引力高的業務人員接觸，並且顧客對於外貌出眾的業務人員的信任程度較高。但也有研究認為在某些情況下，高度面部吸引力者被評價的觀感不一定最好，中度面部吸引力者反而較佔優勢。並非每一種類型的產品都適合用面部吸引力高的代言人，例如在某些行業中，顧客對於業務人員的信任程度與業務人員所展現的專業度呈高度相關。當顧客對業務人員的信任程度越高，則預期未來雙方持續互動的可能性也越高。此外，在買賣關係中，買賣雙方的性別異同對其關係品質也有所影響。本研究以台灣製藥業為例，觀察業務人員的面部吸引力、專業與性別異同是否會影響醫師對其信任及預期未來互動，並研究面部吸引力、專業與性別異同之間是否有交互作用。本研究收集190位台灣執業醫師對於高度面部吸引力、中度面部吸引力或低度面部吸引力與高度專業或低度專業之男性或女性藥廠業務人員的信任及預期未來互動。研究結果發現，高度面部吸引力與中度面部吸引力者被評價的信任與預期未來互動較低度面部吸引力者顯著較高，顧客信任與預期未來互動亦與專業程度呈正相關。不同性別的顧客各有其偏好的業務人員性別：男醫師對異性業務人員的信任與預期未來互動較高，而女醫師則傾向信任並與同性業務人員接觸。面部吸引力與專業、面部吸引力與性別皆有交互作用，中度面部吸引力且具高度專業者最能獲得顧客信任與預期未來互動。高度面部吸引力的業務人員面對異性顧客的效果較佳，而中度面部吸引力者則適合面對同性顧客。

Human tends to be closed toward beauty things by instinct. Therefore, handsome males and beautiful females are used for advertisements and endorsement often. Previous studies indicate that some advantages occur together with high level of facial attractiveness. Customers present higher trustworthiness toward facial-attractive salespersons. However, researchers support that in certain circumstances, individuals who are with high level of facial attractiveness do not receive the best evaluation. Individuals with medium level of facial attractiveness have superiority instead. Otherwise, not every type of products applies to high facial attractiveness endorsers. In certain industries, trustworthiness of customers demonstrates significant relevance to expertise of salespersons. As the degree of customer trust grows, anticipation of future interaction with salespersons increases as well. Moreover, in trading relationship, gender similarities and differences between buyer and supplier affect relationship quality. This research aims to assess how facial attractiveness, expertise and gender of salespersons influence trust and anticipation of future interaction of physicians, and if these factors interact together, in the pharmaceutical industry in Taiwan. Questionnaires from 190 physicians in Taiwan are collected. The results indicate that salespersons with high or medium level of facial attractiveness obtain better trust and anticipation of future interaction significantly. Trust and anticipation of future interaction also positively relate to expertise. Both male and female physicians evaluate higher trust and anticipation of future interaction to female salespersons. Interactions do exist between facial attractiveness, expertise and gender. Salespersons with medium-facial attractiveness and high expertise are marked the best trust and anticipation of future interaction. Individuals who have high-facial attractiveness are effective when facing customers with different gender, whereas ones who have medium-facial attractiveness are suitable for customers with the same gender.

中文摘要 Ⅰ
英文摘要 Ⅱ
目錄 Ⅳ
圖次 Ⅵ
表次 Ⅶ
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究步驟與流程 3
第二章 文獻探討 7
第一節 面部吸引力 7
第二節 專業 10
第三節 性別異同 11
第四節 信任 12
第五節 預期未來互動 13
第三章 研究方法 15
第一節 研究架構與假設 15
第二節 研究設計 18
第三節 問卷設計 21
第四節 抽樣方法 23
第五節 資料分析方法 23
第四章 研究結果 25
第一節 樣本結構 25
第二節 敘述性統計 26
第三節 量表之信度與效度分析 26
第四節 自變數-專業之操弄檢定 28
第五節 假說檢定確證 28
第六節 小結 43
第五章 結論與建議 45
第一節 研究結果與討論 45
第二節 管理意涵 46
第三節 研究貢獻 47
第四節 研究限制 48
第五節 未來研究建議 48
參考文獻 49
著作權聲明 59

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