臺灣博碩士論文加值系統

觀光產業逐漸獲得國人與政府的重視，因此旅行社的競爭也日益劇烈，然在短期市場無法迅速擴張的情況下，與現有顧客保持良好互動關係則相當重要，團體套裝旅遊領隊則是旅遊行程與團員互動最緊密者，領隊與團員的人際互動更是團員知覺旅遊品質好壞的重要參考指標。本研究之目的在探討領隊與團員在出團過程中，領隊如何進行印象管理在團員心目中形成好印象，並且探討團員對於領隊所進行的各種印象管理方式知覺程度為何。期望在經由本研究後，對於旅行社進行領隊篩選、教育訓練有所建議。
本研究採問卷調查方式，針對領隊人格特質、領隊選擇印象管理策略與團員知覺印象管理策略進行實證上研究。樣本對象為國內團體套裝旅遊的領隊與團員。共收集到485份有效問卷。利用統計軟體AMOS 5.0作線性結構模式之分析探討。
研究結果有下列發現；(1)領隊「自我監控能力」對於領隊選擇「逢迎討好」策略、「自我推薦」策略與「模範」策略有顯著正向影響。(2)領隊「權術主義」對於領隊選擇「逢迎討好」策略、「自我推薦」策略、「哀求」策略與「威脅」策略有顯著正向影響。(3) 領隊「社交焦慮」對於領隊選擇「逢迎討好」策略有顯著正向影響。(4)領隊所使用的印象管理策略，除了「逢迎討好」之外，其餘策略與團員所知覺印象管理策略有顯著正向影響。

The government and people emphasize gradually on development of tourism industry. The competitions of travel agencies are also radical. It is important to keep up good relationship with current customers, especially when total industry sales growth slowly. The leader of group package tourist (GPT) interacts with GPT members closely, so members perceive travel quality depending on personal interaction with the leader. The objective of this research discusses how leaders apply impression management strategies to develop good impression to members and what degree members perceive impression management strategies. Suggesting travel agencies select comport and train leaders how to use impression management strategies.
This research adopted to questionnaire investigate focus on leaders’ personality characteristics, leaders’ impression management strategies and members perceived impression management strategies. Samples came from the leaders and members of the same GPT and used AMOS 5.0 anglicizing structural equation modeling. Total samples are 485 paired questionnaires (leader-member).
The finding of this research: (1) leaders’ self-monitoring ability is positive to ingratiation, self-promotion, and exemplification individually; (2) leaders’ Machiavellianism is positive to ingratiation, self-promotion, supplication, and intimidation individually; (3) leaders’ social anxiety is positive to ingratiation; (4) it is not significant between leaders used ingratiation and members perceive ingratiation, but other impression management strategies used by leaders are positive to perceived by members.

目 錄
頁次
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍與研究對象 3
第四節 研究流程 7
第貳章 文獻探討 9
第一節 印象管理 9
第二節 印象管理－人格特質 24
第參章 研究方法 29
第一節 研究架構 29
第二節 研究假說的建立 31
第三節 變項定義與衡量 34
第四節 資料蒐集與分析技術 43
第五節 線性結構模式 45
第六節 研究限制 46
第肆章 研究結果與分析 49
第一節 樣本之基本描述 49
第二節 信度與效度分析 58
第三節 線性結構模式分析 77
第四節 研究假說檢定 85
第伍章 結論與建議 89
第一節 研究結論 89
第二節 理論與實務意涵 93
第三節 後續研究建議 95
參考文獻 97
附錄：問卷 107

表 目 錄
表2-1-1 印象管理定義之整理………………………………………….….10
表2-1-2 印象管理：主體、客體相關因素…………………………………..12
表2-1-3 印象管理策略之構面與內涵……………………………………..17
表2-1-4 Schlenker印象管理策略架構……………………………………..19
表2-1-5 Jones & Pittman印象管理策略架構……………………………...20
表2-1-6 Kipnis, Schmidt, Swaffin-smith & Wlkinson人際影響策略架構..21
表2-1-7 Schriesheim & Kinkin印象管理策略架構……………...….……..22
表3-1-1 印象管理策略與印象形成………………………………………..29
表3-3-1 Jones & Pittman印象管理策略題項……………………………...35
表3-3-2 自我監控能力衡量題項…………………………………………..38
表3-3-3 權術主義衡量題項………………………………………………..39
表3-3-4 社交焦慮衡量題項………………………………………………..41
表3-3-5 社會讚許衡量題項………………………………………………..42
表4-1-1 本研究問卷回收狀況……………………………………………..49
表4-1-2 領隊人口統計變數表……………………………………………..50
表4-1-3 團員人口統計變數表……………………………………………..51
表4-1-4 領隊「自我監控能力」描述性統計……………………………...52
表4-1-5 領隊「權術主義」描述性統計……………………………………53
表4-1-6 領隊「社交焦慮」描述性統計…………………………………..53
表4-1-7 領隊「社會讚許」描述性統計...………………………………...54
表4-1-8 領隊「逢迎討好」描述性統計………………………………. …54
表4-1-9 領隊「自我推薦」描述性統計…………………………………...54
表4-1-10 領隊「模範」描述性統計…………………………………………55
表4-1-11 領隊「哀求」描述性統計…………………………………………55
表4-1-12 領隊「威脅」描述性統計…………………………………………55
表4-1-13 團員「自我監控能力」描述性統計……………………………...56
表4-1-14 團員「社會讚許」描述性統計……………………………….…..56
表4-1-15 團員知覺「逢迎討好」描述性統計……………………………....57
表4-1-16 團員知覺「自我推薦」描述性統計………………………………57
表4-1-17 團員知覺「模範」描述性統計…………………………………...57
表4-1-18 團員知覺「哀求」描述性統計…………………………………...58
表4-1-19 團員知覺「威脅」描述性統計……………………………………58
表4-2-1 領隊「自我監控能力」各題項之信度係數分析..………….…...59
表4-2-2 領隊「權術主義」各題項之信度係數分析……..………………60
表4-2-3 領隊「社交焦慮」各題項之信度係數分析……..……………....60
表4-2-4 領隊「社會讚許」各題項之信度係數分析……..……………....61
表4-2-5 領隊「逢迎討好」各題項之信度係數分析……..……………....61
表4-2-6 領隊「自我推薦」各題項之信度係數分析………….….…….…61
表4-2-7 領隊「模範」各題項之信度係數分析…………..………….…...62
表4-2-8 領隊「哀求」各題項之信度係數分析…………..………………62
表4-2-9 領隊「威脅」各題項之信度係數分析…………………………..62
表4-2-10 團員「自我監控能力」各題項之信度係數分析………………...63
表4-2-11 團員「社會讚許」各題項之信度係數分析………………………63
表4-2-12 團員「逢迎討好」各題項之信度係數分析……………………....64
表4-2-13 團員「自我推薦」各題項之信度係數分析……………………...64
表4-2-14 團員「模範」各題項之信度係數分析……………………………64
表4-2-15 團員「哀求」各題項之信度係數分析…………………………....65
表4-2-16 團員「威脅」各題項之信度係數分析…………………………....65
表4-2-17 信度分析後之保留題項與Cronbach α係數整理表……………..66
表4-2-18 領隊人格特質因素分析…………………………………………..67
表4-2-19 刪除題項後「領隊人格特質」因素分析………………………….69
表4-2-20 領隊使用「印象管理策略」因素分析…………………………...70
表4-2-21 刪除題項後，領隊使用「印象管理策略」因素分析(1)………...71
表4-2-22 刪除題項後，領隊使用「印象管理策略」因素分析(2)………...72
表4-2-23 團員「人格特質」因素分析………………………………………73
表4-2-24 刪除題項後「團員人格特質」因素分析…………………………74
表4-2-25 團員知覺「印象管理策略」因素分析……………………………75
表4-2-26 刪除題項後「團員知覺印象管理策略」因素分析……………….76
表4-2-27 信度與效度分析後之保留題項…………………………………..77
表4-3-1 領隊問項單一指標之因素特徵值與解釋變異百分比…………...........78
表4-3-2 團員問項單一指標之因素特徵值與解釋變異百分比………..…80
表4-3-3 潛在變項、觀察變項與其代表符號………………………………83
表4-3-4 線性結構關係模式配適度之評鑑………………………………..84
表4-4-1 團員「自我監控能力」干擾效果迴歸分析報表………………..86
表4-4-2 團員「社會讚許」干擾效果迴歸分析報表……………………..86
表4-4-3 本研究之假說檢驗摘要…………………………………………..88
表5-1-1 蔡建銓（2003）印象管理策略分類……………………..………91


圖 目 錄
圖1-4-1 研究流程圖………………………………………………………....7
圖2-1-1 Gardner & Martinko(1988)印象管理概念性架構圖……………..13
圖2-1-2 Rao et al.(1995)研究架構……………………………………...….15
圖2-1-3 Ferris & Judge(1991)研究架構………………………..…………..23
圖2-1-4 Kristof-Brown, Barrick&Franke(2002)研究架構……………………….24
圖3-1-1 本研究觀念性架構………………………………………………..30
圖4-3-1 本研究線性模式關係結構………………………………………..82
圖4-4-1 本研究線性結構關係模式－標準化係數與顯著水準…………..85

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