臺灣博碩士論文加值系統

本文係以台灣酒商為背景，試圖在相關理論中綜合整理出業務人員應具備的能力除了專業知識和行銷能力外，還需要發展自己的關係網絡，建立自身的人際關係來累積社會資本，促進銷售績效的達成。此外，若公司能提供有效之人力資源發展制度，是否對銷售績效有正面幫助；又是否能更進一步對於銷售業務工作職場上的表現產生正面推升的效果。

本研究探討酒商業務的社會資本、銷售績效與人力資源發展的關係。分別以社會資本與人力資源發展為自變項，銷售績效為依變項；更進一步將人力資源發展視為社會資本與銷售績效間的干擾變項，以瞭解各變項之間的關係。在樣本選取上，以國內酒商的銷售業務為對象，並使用問卷調查的方式進行研究。本研究採用信度分析、單因子變異數分析、相關分析與階層迴歸來檢驗社會資本與銷售績效的關係、人力資源發展與銷售績效的關係，以及人力資源發展交互作用，是否對依變項有顯著的影響。

研究結果顯示社會資本對銷售績效無顯著的正向關係；公司所提供的人力資源發展制度對銷售績效亦無顯著的正向影響。但社會資本與銷售績效間的關係會受到人力資源發展的影響。

The essay is attempted to conclude the essential qualities for the salesman by analyzing and integrating the relevant theories based on the market of the liquor business in Taiwan. As a salesman, he should not only have the professional knowledge and the ability in marketing but also need to develop his own relationship networks to accumulate the social capitals, which help to achieve the goal of sales performance. Besides, what if the company could provide an efficient human resource development system would positively affect the sales performance.

The essay focuses on the relation between social capitals, sales performance and the human resource development in the liquor business. Social capitals and human resource development are respectively independent variables, while sales performance is the dependent variable. Furthermore, taking human resource development as the moderator against social capitals and sales performance shows the relations between each variable. The domestic cellarers are taken as examples, and the research method is by questionnaire. The research examines the effects that social capitals and human resource development have on the sales performance and verifies whether the interaction of human resource development has notable influences on dependent variables by adopting the reliability analysis, one way analysis of variance, correlation analyses and hierarchical multiple regression analysis.
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The result indicates that social capitals do not affect sales performance positively; the human resource development system provided by the company has a few positive effects on it either. However, human resource development does have influence on the relationship between social capitals and sales performance.

第一章 緒論 1
第一節　研究背景與動機 1
第二節 研究目的與觀念性架構 5
第三節　研究流程 7
第二章　文獻探討 9
第一節　社會資本 9
一、社會資本的定義 9
二、社會資本的重要性 14
三、社會資本的構面 16
第二節 銷售績效 21
一、影響銷售績效之因素 21
二、銷售績效之衡量 28
第三節　人力資源發展 31
一、HRD的歷史沿革 31
二、HRD的目的 34
三、HRD的定義 34
四、教育、訓練與發展 37
第四節 各變數之間的關係 41
一、社會資本與銷售績效之間的關係 41
二、人力資源發展對社會資本與銷售績效的關係 43
第三章　研究設計與研究方法 46
第一節 研究架構 46
第二節 研究假設 47
第三節 研究變項的操作性定義與衡量方法 47
一、社會資本 48
二、銷售績效 49
三、人力資源發展 50
第四節 研究設計 52
一、研究對象及樣本 52
二、問卷設計與修訂 52
三、研究對象的背景 52
四、資料分析方法 53
第四章　研究結果 55
第一節 人口統計變項敘述性統計分析 55
一、性別 55
二、年齡 55
三、教育程度 55
四、年資 56
五、公司屬性 56
六、薪資 56
七、擔任職務 56
第二節 信度分析 58
一、社會資本 58
二、銷售績效 60
三、人力資源發展 61
第三節 人口統計變項與研究變項關聯分析 62
一、性別 62
二、年齡 63
三、教育程度 64
四、年資 64
五、公司屬性 65
六、薪資 66
七、擔任職務 66
第四節 各研究變數之敘述性分析 67
第五節 Pearson積差相關分析 68
第六節 迴歸分析 70
第五章　結論與建議 77
第一節 研究結論 77
一、社會資本對銷售績效的關係 78
二、人力資源發展對社會資本與銷售績效的關係 78
第二節 研究限制與後續研究建議 79
一、測量方法 79
二、樣本選取 80
三、量表使用 80
四、研究變數 80
第三節 管理意涵 81
參考文獻 82
一、中文部分 82
二、西文部分 83

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