臺灣博碩士論文加值系統

在全球景氣低迷、失業率持續攀升的就業環境中，直銷產業其低門檻、低進入障礙的創業特色，令許多社會新鮮人與求職者趨之若鶩，直銷公司面對如此多的直銷商，該如何確認誰可為公司帶來無限的商機呢？又該依循何種模式去訓練新進之直銷商使其成功呢？直銷產業是與顧客直接接觸面對面行銷的事業，其不同人格特質所產出的不同行為模式將直接影響其表現的優劣，而在不同的人格特質中創新特質為最重要的項目之一，擁有此特質者易於接受新的資訊，運用新的方法與策略進行銷售，本研究期以直銷商之創新特質為基礎，探討其是否會影響顧客關係管理的行為以及直銷績效的產出。
本研究以直銷商之創新特質為切入點，期能經過實證研究，達成本研究之目的：一、探討每一位直銷商不同創新特質的表現對顧客關係管理的影響為何？ 二、探討每一位直銷商不同創新特質的表現對直銷績效的影響為何？ 三、探討每一位直銷商不同顧客關係管理的運用對直銷績效之影響為何？四、探討在創新特質程度高低不同之直銷商群組下，其創新特質、顧客關係管理與直銷績效間之影響關係是否存在著差異性？
本研究以國內知名的安麗與如新兩家直銷公司之直銷商做為調查對象，採便利抽樣，共發放200份問卷，回收184份，剔除填答不全8份無效問卷，有效問卷176份，有效回收率為88%。在資料分析方面採以敘述性統計分析、信度與效度分析、t檢定與變異數分析、探索性因素分析、相關分析、集群分析與複迴歸分析加以探討。而本研究之實證結論如下：
一、創新特質對顧客關係管理具正向顯著影響，獲得部分成立。其中創新特質之「認知與改變型創新特質」構面正向顯著影響顧客關係管理中之「確認、區隔與互動」、「分析修正」及「客製化」構面。創新特質之「感官型創新特質」正向顯著影響顧客關係管理中之「客製化」構面。而創新特質之「審慎思考型創新特質」構面正向顯著影響顧客關係管理中之「確認、區隔與互動」及「分析修正」構面。
二、創新特質對直銷績效具有正向顯著影響，獲得部分成立。其中創新特質之「認知與改變型創新特質」構面正向顯著影響直銷績效之「行為績效」與「服務績效」構面。而創新特質之「審慎思考型創新特質」構面則正向顯著影響直銷績效之「行為績效」與「財務績效」。
三、顧客關係管理對直銷績效具有正向顯著影響，獲得部分成立。其中顧客關係管理之「確認、區隔與互動」構面正向影響直銷績效之「財務績效」。顧客關係管理之「分析修正」構面正向影響直銷績效之「行為績效」。而顧客關係管理之「客製化」構面則正向影響直銷績效之「行為績效」與「服務績效」。
四、在創新特質程度高低不同之直銷商群組下，其創新特質、顧客關係管理與直銷績效之間的影響皆具有差異性。

Due to the global depression and the job market of unemployment rate raise continuously, the characteristic which low entry to start an enterprise of direct selling industry attracts a lot of fresh graduates and job seekers, therefore, direct selling companies will face so many direct distributors. How to confirm the direct distributor who can be success? And what’s the model should make use of in training new direct distributors? Those cause the motive of this research. Besides, direct selling industry is a person-to-person contact commercial, so the direct distributors’ different personality traits can affect whose success or failure. For this reason, the study expects based on innovativeness of direct distributors to explore it whether the different innovativeness affects customer relationship management and direct selling performance.
The purposes of this study are raised as follows:
1.To explore that the innovativeness of direct distributors will influence the customer relationship management.
2.To explore that the innovativeness of direct distributors will influence the direct selling performance.
3.To explore that the customer relationship management will influence the direct selling performance.
4.To explore that under different direct distributor groups of degree of innovativeness, the influence among innovativeness, customer relationship management, and direct selling performance will different.
This research’s objects of studies were direct distributors of Amway Company and Nu Skin Company, and it adopted convenient sampling. The sample of this study total of 200 questionnaires, 184 were recovered, after deducting 8 respondents did not complete the questionnaire was invalid, the actual recovery of 176 valid questionnaires, recovery rate of 88 percent. SPSS statistical software package used to descriptive statistics, reliability analysis, validity analysis, exploratory factor analysis, t-test, ANOVA, correlation analysis, cluster analysis, multiple regression analysis, and other statistical methods of empirical analysis.
The major conclusions are summarized as follows:
1.Innovativeness has partial significant positive effect on customer relationship management. Cognitive and change innovativeness has significant positive effect on identify/ differentiate/ interact, analysis/ refinement, and customize of customer relationship management. Sensory innovativeness has significant positive effect on customize of customer relationship management. Cautious deliberate innovativeness has significant positive effect on identify/ differentiate/ interact, and analysis/ refinement of customer relationship management.
2.Innovativeness has partial significant positive effect on direct selling performance. Cognitive and change innovativeness has significant positive effect on behavioral performance and service performance. Cautious deliberate innovativeness has significant positive effect on behavioral performance and financial performance.
3.Customer relationship management has partial significant positive effect on direct selling performance. Identify/ differentiate/ interact of customer relationship management has significant positive effect on service performance. Analysis/ refinement of customer relationship management has significant positive effect on behavioral performance. Customize of customer relationship management has significant positive effect on behavioral performance and service performance.
4.Under different direct distributor groups of degree of innovativeness, the influence among innovativeness, customer relationship management, and direct selling performance are different.

一、目錄
摘要.................................................I
Abstract.............................................II
誌謝.................................................III
目錄.................................................IV
表目錄...............................................VI
圖目錄...............................................IX
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.......................................5
第一節創新特質.......................................5
第二節顧客關係管理..................................11
第三節直銷績效......................................22
第三章研究方法......................................25
第一節研究架構......................................25
第二節研究假說......................................26
第三節研究變項與衡量題項設計........................30
第四節問卷設計......................................33
第五節研究對象......................................35
第六節資料分析方法..................................37
第七節預試問卷分析..................................39
第四章資料分析與討論................................42
第一節樣本基本資料分析..............................42
第二節敘述性統計分析................................44
第三節信度與效度分析................................47
第四節探索性因素分析................................53
第五節直銷商特徵與本研究各構念之t檢定與變異數分析...58
第六節相關分析......................................66
第七節集群分析......................................67
第八節複迴歸分析....................................68
第五章結論與建議....................................108
第一節研究結論......................................108
第二節管理與實務意涵................................117
第三節研究限制與未來研究建議........................119
文獻參考............................................120
附錄一 正式問卷.....................................126

二、表目錄
表1-1-1 1992與2005-2008直銷營業概況................1
表2-2-1 顧客關係管理定義總彙表......................16
表2-2-2 顧客關係管理................................19
表3-3-1 創新特質衡量題項............................30
表3-3-2 顧客關係管理衡量題項........................31
表3-3-3 直銷績效衡量題項............................32
表3-4-1 直銷商基本資料設計..........................34
表3-7-1 創新特質變項之預試信度分析..................39
表3-7-2 顧客關係管理變項之預試信度分析..............40
表3-7-3 直銷績效變項之預試信度分析..................41
表4-0-1 問卷回收概況................................42
表4-1-1 正式回收樣本基本資料結構....................43
表4-2-1 創新特質同意程度表..........................44
表4-2-2 顧客關係管理同意程度表......................45
表4-2-3 直銷績效同意程度表..........................46
表4-3-1 創新特質量表信度分析........................47
表4-3-2 顧客關係管理量表信度分析....................48
表4-3-3 直銷績效量表信度分析........................49
表4-3-4 創新特質之轉軸後的成分矩陣..................51
表4-3-5 顧客關係管理之轉軸後的成分矩陣..............51
表4-3-5 顧客關係管理之轉軸後的成分矩陣（續).........52
表4-3-6 直銷績效之轉軸後的成分矩陣..................52
表4-4-1 創新特質變項之KMO與Bartlett檢定.............54
表4-4-2 創新特質變項之因素分析......................54
表4-4-3 顧客關係管理變項之KMO與Bartlett檢定.........55
表4-4-4 顧客關係管理變項之因素分析..................55
表4-4-4 顧客關係管理變項之因素分析（續）............56
表4-4-5 直銷績效變項之KMO與Bartlett檢定.............57
表4-4-6 直銷績效變項之因素分析......................57
表4-5-1 性別與本研究各構面的t檢定表.................58
表4-5-2 年齡與本研究各構面的ANOVA檢定表.............59
表4-5-3 教育程度與本研究各構面的ANOVA檢定表.........60
表4-5-4 婚姻狀況與本研究各構面的t檢定表.............61
表4-5-5 居住地與本研究各構面的ANOVA檢定表...........62
表4-5-6 平均月收入與本研究各構面的ANOVA檢定表.......63
表4-5-7 從業時間與本研究各構面的ANOVA檢定表.........64
表4-5-8 從業直銷公司與本研究各構面的t檢定表.........65
表4-6-1 各變項間之相關分析..........................66
表4-6-1 創新特質集群分析之各集群樣本統計............67
表4-6-2 創新特質集群分析後之敘述性統計..............67
表4-8-1 創新特質變項對顧客關係管理變項之複迴歸分析─「確認、區別與互動」構面為依變項........................72
表4-8-2 創新特質變項對顧客關係管理變項之複迴歸分析─「分析修正」構面為依變項 ..................................74
表4-8-3 創新特質變項對顧客關係管理變項之複迴歸分析─「客製化」構面為依變項....................................76
表4-8-4 創新特質變項對直銷績效變項之複迴歸分析─「行為績效」構面為依變項....................................79
表4-8-5 創新特質變項對直銷績效變項之複迴歸分析─「財務績效」構面為依變項....................................81
表4-8-6 創新特質變項對直銷績效變項之複迴歸分析─「服務績效」構面為依變項....................................83
表4-8-7 顧客關係管理變項對直銷績效變項之複迴歸分析─「行為績效」構面為依變項..................................86
表4-8-8 顧客關係管理變項對直銷績效變項之複迴歸分析─「財務績效」構面為依變項 ..................................88
表4-8-9 顧客關係管理變項對直銷績效變項之複迴歸分析─「服務績效」構面為依變項 ..................................90
表4-8-10在創新特質程度高低不同之直銷商群組下，其創新特質變項對顧客關係管理變項影響之複迴歸分析 ................95
表4-8-11在創新特質程度高低不同之直銷商群組下，其創新特質變項對直銷績效變項影響之複迴歸分析....................100
表4-8-12在創新特質程度高低不同之直銷商群組下，其顧客關係管理變項對直銷績效變項影響之複迴歸分析................106
表5-1-1 研究假說驗證結果............................108
表5-1-2整體樣本-研究假說驗證結果明細................112
表5-1-3 在創新特質程度高低不同之直銷商群組下，其研究假說驗證結果明細..........................................115

三、圖目錄
圖1-3-1 研究流程....................................4
圖2-2-1 顧客關係管理三面向..........................17
圖2-2-2 整合式顧客關係管理架構圖....................18
圖2-2-3 顧客關係管理四循環..........................20
圖3-1-1 概念性研究架構圖............................25
圖3-4-1 問卷發展過程................................33
圖4-8-1 修改後概念性研究架構圖......................68
圖4-8-2 修改後細部研究架構..........................69
圖4-8-3 細部研究架構之創新特質變項對顧客關係管理變項之影響分析─「確認、區別與互動」構面為依變項..............72
圖4-8-4 細部研究架構之創新特質變項對顧客關係管理變項之影響分析─「分析修正」構面為依變項......................74
圖4-8-5 細部研究架構之創新特質變項對顧客關係管理變項之影響分析 ─「客製化」構面為依變項.......................76
圖4-8-6 細部研究架構之創新特質變項對直銷績效變項之影響分析 ─「行為績效」構面為依變項..........................79
圖4-8-7 細部研究架構之創新特質變項對直銷績效變項之影響分析 ─「財務績效」構面為依變項..........................81
圖4-8-8 細部研究架構之創新特質變項對直銷績效變項之影響分析─「服務績效」構面為依變項..........................83
圖4-8-9 細部研究架構之顧客關係管理變項對直銷績效變項之影響分析─「行為績效」構面為依變項......................86
圖4-8-10細部研究架構之顧客關係管理變項對直銷績效變項之影響分析─「財務績效」構面為依變項......................88
圖4-8-11細部研究架構之顧客關係管理變項對直銷績效變項之影響分析─「服務績效」構面為依變項......................90
圖4-8-12在集群一「低度創新特質程度群組」下，細部研究架構之創新特質變項對顧客關係管理變項各構面之影響分析......96
圖4-8-13在集群一「高度創新特質程度群組」下，細部研究架構之創新特質變項對顧客關係管理變項各構面之影響分析......96
圖4-8-14在集群一「低度創新特質程度群組」下，細部研究架構之創新特質變項對直銷績效變項各構面之影響分析..........101
圖4-8-15在集群一「低度創新特質程度群組」下，細部研究架構之顧客關係管理變項對直銷績效變項各構面之影響分析......107
圖4-8-16在集群二「高度創新特質程度群組」下，細部研究架構之顧客關係管理變項對直銷績效變項各構面之影響分析......107
圖5-1-1細部研究架構各變項之構面間之影響分析（整體樣本).113
圖5-1-2「低度創新特質程度群組」，細部研究架構各變項間之影響分析................................................116
圖5-1-3「高度創新特質程度群組」，細部研究架構各變項間之影響分析................................................116

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