臺灣博碩士論文加值系統

觀光產業近幾年在政府及相關單位的推動下，無論是國內或出國旅遊在人數上都有增加的趨勢，而觀光服務業最重視的就是與顧客之間的互動關係，過往學者將這種相互影響的關係-印象管理，運用於人才甄選與績效評估上。本研究將印象管理的關係運用於團體套裝旅遊中，探討團員知覺到領隊所採行的印象管理策略、所形成的印象與對領隊品質評估的影響效果，並探究團員對領隊的評估對於該團活動整體滿意度的影響程度，而研究中亦針對團員自我監控能力的程度，及與領隊相處的旅遊天數加以做相關的探討。
本研究採問卷調查方式，以參加團體套團旅遊的團員為抽樣對象，實得有效問卷485份，利用統計軟體AMOS 5.0作線性結構模式之分析探討。由統計數據得出本研究結果歸納如下：
一、 領隊印象管理策略與影響團員的風格知覺是具有關係的。
二、 團員的風格知覺除了「固執的」之外，其餘是與形成印象具有關係的。
三、 團員對領隊所形成的印象會影響對領隊的品質評估。
四、 團員對「領隊」品質評估越高則對「團體套裝旅遊」的品質評估越高。
五、 團員「自我監控能力」與旅遊天數是不會干擾形成印象的結果。

The tourism industry has push by the government in recent years. Regardless of the domestic or goes abroad traveling, it’s has the increase tendency in the population. But the most valuable thing in the tourism industry is customer relations. In the past, the
scholars have made use of this relation-impression management into selections and appraisals.The research made use of impression management into group package tours. It examined the members who were conscious of leaders’ impression management strategies, the impression and the effect of leaders’ quality appraisals. It also discuss the influence of leaders’ quality appraisals to the activity satisfaction, members’ self-monitoring ability and traveling days.
The research collected the data by questionnaires and samples are the members who attend at the group package tours.Total samples are 485 paired and used AMOS 5.0 anglicizing structural equation modeling. The conclusions are:
1.Leaders’ impression management strategies and influence members’ perceptions are correlation.
2.There is no correlation between tenacious and members’ impression, but other perceptions and members’impression are correlation.
3.Members’ impression have the influence to leaders’ quality appraisal.
4.Members have the high quality appraisal to leaders, it’s higher to GPT quality appraisal.
5.Members’ self-monitoring ability and traveling days can not disturb the result of impression.

謝辭………………………………………………………………I
中文摘要…………………………………………………………II
英文摘要…………………………………………………………III
目錄 ………………………………………………………………IV
圖次 ………………………………………………………………VI
表次 ………………………………………………………………VII
第壹章 緒論
第一節 研究背景與動機……………………………………1
第二節 研究目的……………………………………………2
第三節 研究流程……………………………………………3
第貳章 文獻回顧
第一節 團體套裝旅遊………………………………………4
第二節 領隊…………………………………………………4
第三節 團體套裝旅遊之服務品質…………………………7
第四節 印象管理……………………………………………8
第五節 影響風格知覺與形成印象…………………………21
第六節 影響形成印象之干擾因素…………………………22
第參章 研究方法
第一節 研究架構……………………………………………25
第二節 研究假說之建立……………………………………27
第三節 變項定義與衡量………………………………………31
第四節 資料蒐集與分析技術…………………………………42
第五節 研究限制………………………………………………44
第肆章 研究結果與分析
第一節 樣本之基本描述……………………………………46
第二節 信度與效度…………………………………………55
第三節 線性結構模式分析……………………………………66
第四節 研究假說檢定…………………………………………72
第伍章 結論與建議
第一節 研究結論……………………………………………79
第二節 理論與實務上之涵義………………………………83
第三節 後續研究建議…………………………………………84
參考文獻…………………………………………………………86
附錄一 本研究之量表…………………………………………98
附錄二 印象管理策略對品質評估的影響 …………………103


圖次
圖1-3-1 本研究之研究流程…………………………………………3
圖2-3-1 Ferris and Judge（1991）印象管理結構…………12
圖3-1-1 本研究之概念性架構 ……………………………………26
圖4-3-1 本研究線性結構關係模式 ………………………………69
圖4-4-1 本研究之線性結構關係模式 ……………………………72


表次
表2-3-1 印象管理的定義 …………………………………………………………9
表2-3-2 Jones and Pittman（1982）印象管理之因素結構………………14
表2-3-3 Kipnis（1984）影響策略之構面內容………………………………15
表2-3-4 Schriesheim and Hinkin（1990）印象管理之因素結構………16
表2-3-5 McFarland , Ryan and Kriska（2003）印象管理策略的定義…17
表2-3-6 印象管理構面及涵義……………………………………………………18
表3-3-1 印象管理策略之衡量題項………………………………………………32
表3-3-2 風格知覺之衡量題項……………………………………………………36
表3-3-3 形成印象之題項…………………………………………………………37
表3-3-4 領隊品質評估之題項……………………………………………………38
表3-3-5 團體套裝旅遊品質評估之題項…………………………………………38
表3-3-6 自我監控之題項…………………………………………………………39
表4-1-1 本研究問卷之回收狀況…………………………………………………46
表4-1-2 樣本人口統計變數表……………………………………………………47
表4-1-3 「團員自我監控程度」之描述性統計…………………………………48
表4-1-4 「團員視領隊行為是逢迎討好的程度」之描述性統計………………50
表4-1-5 「團員視領隊行為是自我推薦的程度」之描述性統計………………50

表4-1-6 「團員視領隊行為是模範的程度」之描述性統計……………………51
表4-1-7 「團員視領隊行為是哀求的程度」之描述性統計……………………51
表4-1-8 「團員視領隊行為是威嚇的程度」之描述性統計……………………52
表4-1-9 「團員對領隊風格知覺的程度」之描述性統計………………………53
表4-1-10 「團員對領隊印象」之描述性統計 …………………………………54
表4-1-11 「團員對領隊品質評估」之描述性統計 ……………………………54
表4-1-12 「團員對團體套裝旅遊品質評估」之描述性統計 …………………55
表4-2-1 「團員自我監控程度」因素中各題項之信度分析……………………56
表4-2-2 「團員視領隊行為是逢迎討好的程度」因素中各題項之信度分析…57
表4-2-3 「團員視領隊行為是自我推薦的程度」因素中各題項之信度分析…57
表4-2-4 「團員視領隊行為是模範的程度」因素中各題項之信度分析………57
表4-2-5 「團員視領隊行為是哀求的程度」因素中各題項之信度分析………58
表4-2-6 「團員視領隊行為是威嚇的程度」因素中各題項之信度分析………58
表4-2-7 「團員對領隊風格知覺的程度」因素中各題項之信度分析…………58
表4-2-8 「團員對領隊印象」因素中各題項之信度分析………………………59
表4-2-9 「團員對領隊品質評估」因素中各題項之信度分析…………………59
表4-2-10 「團員對團體套裝旅遊品質評估」因素中各題項之信度分析 ……59
表4-2-11 信度分析後之保留題項與Cronbach α係數整理表…………………60
表4-2-12 「印象管理策略」之因素分析 ………………………………………61
表4-2-13 刪除題項後「印象管理策略」之因素分析……………………………62
表4-2-14 「風格知覺」之因素分析………………………………………………63
表4-2-15 「形成印象」之因素分析………………………………………………63
表4-2-16 「品質評估」之因素分析………………………………………………64
表4-2-17 「品質評估」之因素分析………………………………………………64
表4-2-18 「品質評估」之因素分析………………………………………………65
表4-2-19 信度與效度分析後之保留題項…………………………………………66
表4-3-1 單一指標之因素特徵值與解釋變異百分比 ……………………………67
表4-3-2 本研究潛在變項、觀察變項與其代表符號 ……………………………70
表4-3-3 線性結構關係模式配適度之評鑑 ………………………………………71
表4-4-1 團員－自我監控能力
「影響風格知覺-明理的」對「形成印象-和藹可親」迴歸分析表 ……74
表4-4-2 團員－自我監控能力
「影響風格知覺-友善的」對「形成印象-和藹可親」迴歸分析表 ……74
表4-4-3 團員－自我監控能力
「影響風格知覺-固執的」對「形成印象-令人不快」迴歸分析表 ……74
表4-4-4 團員－自我監控能力
「影響風格知覺-磋商的」對「形成印象-令人不快」迴歸分析表 ……75
表4-4-5 團員－旅遊天數
「影響風格知覺-明理的」對「形成印象-和藹可親」迴歸分析表 ……75
表4-4-6 團員－旅遊天數
「影響風格知覺-友善的」對「形成印象-和藹可親」迴歸分析表 ……75
表4-4-7 團員－旅遊天數
「影響風格知覺-固執的」對「形成印象-令人不快」迴歸分析表 ……76
表4-4-8 團員－旅遊天數
「影響風格知覺-磋商的」對「形成印象-令人不快」迴歸分析表 ……76
表4-4-9 本研究之假說檢驗摘要 …………………………………………………78

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