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研究生:林夢倫
研究生(外文):Sharon Lin
論文名稱:社會價值傾向、積極人格對社會資本之影響:以顧客正義知覺為干擾變項
論文名稱(外文):The Effect of Social Value Orientation and Proactive Personality on Social Capital: The Moderator of Customer Justice Perception
指導教授:張火燦張火燦引用關係
指導教授(外文):Huo-Tasn Chang
學位類別:碩士
校院名稱:國立彰化師範大學
系所名稱:人力資源管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:115
中文關鍵詞:積極人格社會價值傾向顧客正義知覺社會資本
外文關鍵詞:proactive personalitysocial value orientationcustomer justice perceptionsocial capital
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在台灣的壽險業裡,蓄積社會資本是成為成功壽險業務員之關鍵。然而,在瞭解如何蓄積個人層次社會資本仍存在顯著缺口;且研究指出積極人格對於拓展人際關係,社會價值傾向對於信任之發展有影響,但尚未有研究探討兩者之適配對於社會資本之影響;最後,顧客正義知覺多用於服務補救情境,尚未有大量研究將其應用於非服務補救之情境。
爲此,本研究目的有四:探討社會價值傾向對於社會資本之影響;探討積極人格對於社會資本之影響;探討社會價值傾向與積極人格適配對社會資本之影響;探討顧客正義知覺對社會價值傾向、積極人格適配與社會資本關係之干擾作用。本研究共發放336份配對問卷,有效回收155份配對問卷,有效回收率為44.29%。
本研究利用驗證性因素分析檢視各量表;以二階階層迴歸、三階階層迴歸驗證各研究假設。研究結果顯示:(1)利社會型比利己型的社會價值傾向對關係品質、顧客網絡連結有正向影響;(2)積極人格對於社會互動、關係品質與顧客網絡連結具有正向影響;(3)利社會型比利己型的社會價值傾向與高積極人格之適配會更提高對關係品質之正向影響;(4)顧客正義知覺對利社會型社會價值傾向與高積極人格適配對顧客網絡連結之關係具強化效果。
本研究之管理意涵:(1)當壽險業務員為高積極人格且利社會型社會價值傾向為最佳組合;而利己型社會價值傾向與高積極人格則為最差組合;(2)增強顧客正義知覺為獲取顧客網絡連結之關鍵。最後,提出未來研究方向以及研究限制。
It’s popular to take personal sales tactics based on relationship in Taiwan insurance industry. Therefore, accumulating social capital is a key to become successful insurance sales. However there are a lot of studies about discussing concepts of social capital and results of social capital, how to accumulate social capital still has a significant gap. Although previous research indicates proactive personality and social value orientation might influence social capital, there is little discussion about the fit between proactive personality and social value orientation. Besides, few of studies applied Customer justice perception to other situations that doesn’t involve failure or recovery.
Thus, there are four main research purposes: (1) exploring the relationship between proactive personality and social capital; (2) examining the relationship between social value orientation and social capital; (3) examining the effect of proactive personality and social value orientation fits on social capital; (4) exploring the moderating effect of customer justice perception. Subjects in this study are 336 insurance sales and then 155 questionnaires were responded. The valid response rate is 44.29%.
Statistical methods, including confirmatory factor analysis, two-way hierarchical regression and three-way hierarchical regression, were adopted to test the hypotheses. The findings indicated that prosocial social value orientation has more positive effect than proself on relationship quality and customer network ties; proactive personality has positive effect on social interaction, relationship quality and customer network ties; proactive personality and prosocial social value orientation fit has more positive than proactive personality and proself fit; customer justice perception reinforces the positive relationship between proactive personality, prosocial social value orientation fit and social capital.
Management implications are illustrated as following: high proactive personality and prosocial social value orientation is best fit, but high proactive personality and proself is poor fit; enhancing customer justice perception is a key to acquire customer network ties. Finally, suggestions for future research and the limitations of this study also discussed.
目 錄
中文摘要 ……………………………………………………………Ⅰ
Abstract ……………………………………………………………Ⅱ
目錄 …………………………………………………………………Ⅲ
表目次 ………………………………………………………………Ⅴ
圖目次 ………………………………………………………………Ⅵ
第一章 緒論 …………………………………………………… 1
第一節 研究背景與動機 ………………………………………1
第二節 研究目的 ………………………………………………4
第三節 研究流程 ………………………………………………4
第四節 名詞釋義 ………………………………………………5
第二章 文獻探討 ………………………………………………8
第一節 社會資本的理論 ………………………………………8
第二節 社會價值傾向與積極人格適配對於社會資本之影響15
第三節 顧客正義知覺為社會價值傾向與積極人格適配
對於社會資本之影響之干擾變項 ………………… 33
第三章 研究方法 …………………………………………… 38
第一節 研究架構與假設 …………………………………… 38
第二節 研究對象 …………………………………………… 40
第三節 研究工具 …………………………………………… 41
第四節 調查實施 …………………………………………… 52
第五節 資料分析 …………………………………………… 54
第四章 研究結果與討論 …………………………………… 58
第一節 樣本描述 …………………………………………… 58
第二節 社會價值傾向、積極人格適配對於社會資本
之影響 ……………………………………………… 61
第三節 顧客正義知覺干擾社會價值傾向、積極人格適配
對社會資本之影響 ………………………………… 67
第五章 結論與建議 ………………………………………… 72
第一節 研究主要發現 ……………………………………… 72
第二節 研究結論 …………………………………………… 75
第三節 研究建議 …………………………………………… 80
第四節 研究限制 …………………………………………… 88

參考文獻 ………………………………………………………… 90

附錄
附錄一 保險業務員正式問卷 ……………………………… 107
附錄二 客戶正式問卷 ……………………………………… 114





表目次
表2-1: 社會資本的公共財與私有財模式之比較 ………… 14
表2-2: 分解遊戲範例………………………………………… 18
表3-1: 本研究及比較對象的社會價值傾向結果分佈……… 43
表3-2: 卡方檢定結果 ……………………………………… 44
表3-3: 積極人格的驗證性因素分析之結果摘要 …………… 45
表3-4: 顧客正義知覺的驗證性因素分析之結果摘要 ……… 46
表3-5: 社會資本的驗證性因素分析之結果摘要 …………… 49
表3-6: 社會資本三構面的區別效度 ………………………… 50
表3-7: 單一因子檢測法之分析結果 ………………………… 52
表3-8: 問卷實際發放份數與實際回收份數 ………………… 53
表4-1: 樣本特性統計 ………………………………………… 59
表4-2: 平均數、標準差與相關係數 ………………………… 60
表4-3: 社會價值傾向對社會互動、關係品質、顧客網絡
連結之主要效果 ……………………………………… 62
表4-4: 積極人格對社會互動、關係品質、顧客網絡連結
之主要效果 …………………………………………… 63
表4-5: 社會價值傾向與積極人格適配對關係品質之影響 … 65
表4-6: 社會價值傾向與積極人格適配對顧客網絡連結之影響67
表4-7: 社會價值傾向、積極人格與顧客正義知覺對
關係品質之三階交互作用 …………………………… 69
表4-8: 社會價值傾向、積極人格與顧客正義知覺對
顧客網絡連結之三階交互作用 ……………………… 70
表5-1: 資料分析結果彙整 …………………………………… 72


圖目次
圖2-1: 社會資本概念化模式………………………………… 9
圖2-2: 社會資本的來源、利益與損失 ……………………… 10
圖2-3: 社會資本理論的層次 ………………………………… 13
圖2-4: 關係品質模式 ………………………………………… 19
圖2-5: Altman & Taylor’s (1973)社會滲透 …………… 28
圖3-1: 研究架構與假設 ……………………………………… 38
圖3-2: 資料分析方法 ………………………………………… 57
圖4-1: 社會價值傾向與積極人格適配對關係品質之影響 … 66
圖4-2: 顧客正義知覺對社會價值傾向、積極人格之適配
與顧客網絡連結之關係的干擾效果 ………………… 71
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