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研究生:鍾燕宜
研究生(外文):Yen Yi Chung
論文名稱:銷售與拒絕情境下心理量表的發展與評量-以壽險業務員為例
論文名稱(外文):Scale development and evaluation under selling and rejection situations for insurance salespeople
指導教授:丁承丁承引用關係
指導教授(外文):Cherng George Ding
學位類別:博士
校院名稱:國立交通大學
系所名稱:經營管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:152
中文關鍵詞:心理量表傳史控制源拒絕歸因風格行動控制壽險業務員
外文關鍵詞:scalebiographylocus of controlrejectionattributional styleaction controlinsurance salespeople
相關次數:
  • 被引用被引用:56
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  • 評分評分:
  • 下載下載:852
  • 收藏至我的研究室書目清單書目收藏:10
為提昇量測效度,愈多學者提議量表的編製應考慮特定情境,而非一般情境。本論文即針對特定銷售情境事件,以壽險業務員為觀察對象,發展四項心理量表,包括1.「傳史量表」(Biographical Inventory):衡量業務員個人傳史之人員甄選量表;2.「銷售工作控制源量表 (Sales Locus of Control Scale)」:衡量業務員在銷售情境下內控、運控與他控之性格量表;3.「拒絕歸因風格量表」(Rejection Attributional Style Scale):衡量業務員在銷售被拒情境下之歸因風格量表;及 4.「拒絕行動控制量表」(Rejection Action Control Scale):衡量業務員在銷售被拒情境下之行動控制取向量表。研究結果顯示,在嚴謹的信度及效度評量下,完成四項心理量表的開發,支持銷售與拒絕情境之心理量表適用於業務員的主張。另外,在比較信度與效標關聯效度方面,四項銷售情境量表的表現優於一般情境之普遍化量表,亦支持特定情境編製量表可以提高量測效度的主張。最後,本文並就上述四種心理量表在實務管理上的應用與後續學術研究,提供若干建議。
To enhance validities of measurements, many researchers have suggested that situation-specific instruments should be developed. Four scales, called Biographical Inventory (BI), Sales Locus of Control Scale (SLCS), Rejection Attributional Style Scale (RASS), and Rejection Action Control Scale (RACS), have been developed and evaluated in this study for insurance salespeople to measure their psychological constructs during sales activities. Results indicated that reliabilities, construct validities and most criterion-related validities of the scales are supported. Results also indicated that reliabilities and criterion validities of the situational scales are generally better than those of general scales. Therefore, BI, RASS, RACS, and SLCS are highly recommended. The usefulness of these scales has been discussed and suggestions for further study given.
目 錄
中文提要 I
英文提要 II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VI
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究問題 8
1.3 研究目的 9
1.4 研究設計 9
1.5 論文架構 9
第二章 特定情境量表的發展與評量 12
2.1 心理量表的定義 12
2.2 心理測量的可能性 12
2.3 普遍化心理量表的發展 13
2.4 特定情境心理量表的發展 13
2.5 銷售與拒絕情境心理量表的發展 16
2.6 心理量表的評量 17
第三章 研究對象―壽險業務員 22
3.1 業務員的分類 22
3.2 壽險業務員的歸類 23
3.3 壽險業務員的重要性 24
3.4 壽險業務員研究的重要性 25
第四章 傳史量表 29
4.1 量表編製動機 29
4.2 傳史理論 31
4.3 業務員與傳史 32
4.4 傳史量表的編製 33
4.5 加權申請表法 39
4.6 傳史量表的甄選效度 41
4.7 傳史量表的區別力問項分析 44
第五章 銷售控制源量表 52
5.1 量表編製動機 52
5.2 控制感理論 54
5.3 業務員與控制感 57
5.4 銷售控制源量表的編製 58
5.5 銷售控制源量表的評量 59
5.6 銷售控制源量表與普遍化量表的比較 66
第六章 拒絕歸因風格量表 71
6.1 量表編製動機 71
6.2 歸因理論 73
6.3 壽險業務員與拒絕情境 77
6.4 何謂拒絕事件 79
6.5 拒絕事件與歸因風格 80
6.6 拒絕歸因風格量表的編製 81
6.7 拒絕歸因風格量表的評量 87
6.8 拒絕歸因風格量表與普遍化量表的比較 93
第七章 拒絕行動控制量表 95
7.1 量表編製動機 95
7.2 行動控制理論· 96
7.3 拒絕事件與行動控制 98
7.4 拒絕行動控制量表的編製 98
7.5 拒絕行動控制量表的評量 101
7.6 拒絕行動控制量表與普遍化量表的比較 105
7.7 歸因風格與行動控制 109
第八章 結論與建議 112
8.1 研究結論 112
8.2 管理意涵 115
8.3 研究限制 121
8.4 研究建議 121
參考文獻 124
附錄 141
附錄1 傳史量表(BI) 141
附錄2 銷售控制源量表(SLCS) 147
附錄3 拒絕歸因風格量表(RASS) 148
附錄4 拒絕行動控制量表(RACS) 150
附錄5 鍾燕宜基本資料 151
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