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研究生:莊桓佳
研究生(外文):Huan-Chia Chuang
論文名稱:銷售工作價值觀量表之發展與評量
論文名稱(外文):The development and evalution of Sales Work Value Scale
指導教授:康照宗康照宗引用關係鍾燕宜鍾燕宜引用關係
指導教授(外文):Chao-Chung KangYen-yi Chung
學位類別:碩士
校院名稱:靜宜大學
系所名稱:企業管理研究所
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:2005/07/
畢業學年度:93
語文別:中文
論文頁數:108
中文關鍵詞:工作價值觀銷售工作價值觀量表價值觀業務員
外文關鍵詞:Sales-peopleSales Work Value ScaleValueWork Value
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工作價值觀為個人從事職業活動時所追求及重視的偏好,能夠形成一股內在動力,支持或引導個人的職業選擇與工作態度;許多實證研究亦發現,員工對工作所抱持的持久信念與標準,不僅會引導其工作行為與目標追求,並反映在日後的工作努力與表現。而在服務產業中,業務員的工作表現與異動,關鍵影響著公司形象、顧客維繫及獲利成長,因此如何增強企業對員工工作價值觀內涵的瞭解、並藉由高效度的量測工具,深入瞭解優秀業務員應具有的工作價值觀、協助業務主管甄選適任之業務員,以利其未來工作行為上之管理,更顯迫切及重要。
然而,以往之工作價值觀量表大多偏重測量一般工作情境,在愈多學者提議量表編製應考慮「特定情境」以提昇量測效度的呼籲下,本研究旨在以銷售情境為主,發展出國內第一套本土化的「銷售工作價值觀量表」(SWVS),並與吳鐵雄等人修改自國外之一般工作情境「工作價值觀量表」(WVI) 進行信效度比較,以有效測量出優秀業務員應具備之工作價值觀特質,做為實務界遴選之參考工具。本研究結果顯示,經由58位業務員的內容效度檢測與308位業務員的交叉驗證後,均通過信度與效度測試,成功發展出五個構面計22題之「銷售工作價值觀量表」(SWVS),並在效標關聯效度上,優於49題之「工作價值觀量表」(WVI)。最後,本研究並分別針對銷售管理者及學術研究者,提供有效運用「銷售工作價值觀量表」(SWVS) 以獲取人員甄選及離職診斷訊息等建議。
The working values are considered as an important condition when individual engaging or pursuing in job activity. It can form an inner-motive force for individuals as the index of the job or the working attitude. A lot of documents point out, the permanent faith and standards of staff’s behavior will not only lead individual the direction of work behavior and make them pursue the performance goal. Also, reflect on their work efforts and behaviors in the future. In the industry of serving, sales-people''s performance of the job and leaving tendency will influence the corporate image, the customer maintain, and the company profitability. So, how enterprises strengthen the knowledge of staff''s work values intension, how to find out the working values of the superior sales-people and help business managers to choose right sales-people with the high-efficient prediction tool of degree are extremely important.
However, most studies of work values would always depend to use the general work values scales be tested in the past. More and more scholars suggested the scale developed should be for domain-specific situation to increase the validity. The purposes of this research are developing the first scale with domain-specific situation in Taiwan, Sales Work Value Scale (SWVS), and it whether than the generalization scale, Work Value Inventory (WVI), the higher validity. In order to measure the superior salespeople with characteristics of work value can be suitable or not, and would be a tool to select for manager. By 58 Taiwan salespeople were interviewed and measured the content validity; and a total of 308 Taiwan salespeople were used for development and evaluation of the scale. Results indicated that Sales Work Value Scale (SWVS) would be approved reliability and validity, and successful be developed by 22 items and five constructs in the study, and most criterion-related validities are superior to Work Value Inventory that by 49 items. Finally, we would provide suggestions about information of personnel select and intention to quit for the practice operator and sales superiors of life insurance.
目 錄
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 研究流程..............................................................4
第二章 文獻探討..............................................................6
第一節 價值觀................................................................6
第二節 工作價值觀...........................................................11
第三節 銷售工作情境.........................................................19
第四節 特定情境工作價值觀量表之重要性.......................................24
第三章 研究方法.............................................................26
第一節 文獻收集.............................................................26
第二節 探索性分析...........................................................27
第三節 資深業務人員深入訪談.................................................28
第四節 銷售工作價值觀問卷題項之發展步驟.....................................30
第五節 專家效度問卷.........................................................35
第六節 銷售工作價值觀量表(SWVS)預試.......................................38
第七節 正式問卷設計.........................................................41
第八節 正式施測分析.........................................................45

第四章 研究結果.............................................................48
第一節 內容效度分析.........................................................48
第二節 銷售工作價值觀量表預試結果分析.......................................54
第三節 銷售工作價值觀量表正式施測結果分析...................................65
第四節 銷售工作價值觀量表與吳鐵雄工作價值觀量表之比較.......................73
第五章 結論與建議...........................................................79
第一節 研究貢獻.............................................................79
第二節 管理意涵.............................................................82
第三節 研究限制.............................................................84
第四節 研究建議.............................................................85
參考文獻....................................................................86
附錄........................................................................94
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