摘要
本研究主要之目的是透過銷售創意自我效能觀點，來探討影響業務人員銷售創意自我效能因素，及業務人員的銷售創意自我效能對銷售創意之影響。
本研究主要之目的是：
1、 探討具有市場導向的業務人員對於銷售創意自我效能的影響。
2、 探討業務人員本身的個人因素對於銷售創意自我效能的影響。
3、 探討業務人員具有銷售創意自我效能對銷售創意之影響。
本研究以房屋仲介公司之業務人員為研究對象，而研究結果顯示，在銷售創意自我效能理論當中，以市場導向中的競爭者導向對銷售創意自我效能影響最大，兩者間呈現顯著的正向關係，而顧客導向與服務導向對於銷售人員之銷售創意自我效能皆是不顯著的。個人因素中的成就動機對銷售創意自我效能影響最大，兩者間呈現顯著的正向關係，但業務人員主動積極對於銷售創意自我效能則是不顯著的；另外，在創意理論方面，銷售創意自我效能對於銷售創意之原創性及有效性均有正向影響；而銷售創意原創性對於銷售創意有用性也呈現正向影響。此外，研究亦發現競爭者導向對於銷售創意之原創性有正向影響。
關鍵字：市場導向、創意自我效能、銷售創意

Abstract
This research studies the influence of salespersons’ creative self-efficacy of sales on their sales creative activity in business practice. A theory of the creative self-efficacy is used to develop links between sales creativity and creative self-efficacy of sales for salespersons themself. The purpose is discussed the important influential factors of the creative self-efficacy of sales of the salespersons on sales creative in two aspects, the first aspect is about the market-orientation salespersons’ working approaches- competitor-orientation, customer-orientation, and service-orientation, and the second one is related to the salespersons’ individual factors such as achievement motivation and aggressive activeness.
The major concern topics in the present research can be divided into three subjects, there are:
1. The influence of the market-orientation salespersons’ working approach factors on creative self-efficacy of sales.
2. The influence of salespersons’ individual factors on creative self-efficacy of sales.
3. The influence of salesperson who possessing creative self-efficacy of sales on his/her business sales creative.
The research subjects in this study are those who work as estate agent in central Taiwan region.
The results of the present study indicate the competitor-orientation factor has largest influence on creative self-efficacy of sales among three selected factors in working approach aspect, and it also shows a significant positive relationship between each other. However, the relationships between creative self-efficacy of sales and both customer-orientation and service-orientation approaches are not significant.
As to the aspect of the salespersons’ individual factors, it shows that personal achievement motivation has greater influence in creative self-efficacy of sales and the relationship between each other shows significantly positive. However, it is also found that the influence of salesperson’ aggressive activeness behavior to creative self-efficacy of sales is not significant.
In the part of theory of creative self-efficacy, it finds that the creative self-efficacy of sales has positive effect in both originality and usefulness of sales creative. The originality of sales creative affects usefulness of sales creative in positive direction. Finally, it also shows that these have positive relationship between the competitor-orientation approach and originality of the sales-creative.

第一章 緒論．．．．．．．．．．．．．．．．．．．．．．．．．． 1
第一節 研究背景．．．．．．．．．．．．．．．．．．．． 1
第二節 研究動機．．．．．．．．．．．．．．．．．．．． 3
第三節 研究目的．．．．．．．．．．．．．．．．．．．． 6

第二章 研究架構與研究假設．．．．．．．．．．．．．．．．．．． 7
第一節 研究架構．．．．．．．．．．．．．．．．．．．． 7
第二節 銷售創意自我效能．．．．．．．．．．．．．．．． 8
第三節 銷售創意．．．．．．．．．．．．．．．．．．．． 11
第四節 市場導向．．．．．．．．．．．．．．．．．．．． 15
第五節 個人特質．．．．．．．．．．．．．．．．．．．． 18

第三章 研究設計．．．．．．．．．．．．．．．．．．．．．．．．． 22
第一節 研究對象與資料蒐集．．．．．．．．．．．．．．． 22
第二節 研究構念之操作型定義與衡量．．．．．．．．．．． 26
第三節 資料分析方法．．．．．．．．．．．．．．．．．． 28

第四章 研究方法．．．．．．．．．．．．．．．．．．．．．．．．． 29
第一節 信度與效度．．．．．．．．．．．．．．．．．．． 29
第二節 結構模式與假說檢定．．．．．．．．．．．．．．． 35

第五章 討論與建議．．．．．．．．．．．．．．．．．．．．．．．． 38
第一節 結論與理論貢獻．．．．．．．．．．．．．．．．． 38
第二節 管理意涵．．．．．．．．．．．．．．．．．．．． 42
第三節 研究限制與未來研究建議．．．．．．．．．．．．． 45

參考文獻．．．．．．．．．．．．．．．．．．．．．．．．．．．．． 46

附錄一 原始問卷．．．．．．．．．．．．．．．．．．．．．．．．． 52

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