臺灣博碩士論文加值系統

本研究主要是延伸2002年Bradley,Graham L., and Beverley A. Sparks的論點(服務的內外控人格特質)及Lawler’s 社會交換觀點，說明內控與外控人格特質之顧客在服務環境中何者較具分擔責任，且預測在服務結果的不可分割性上，內控型顧客會產生所謂的分擔責任，並在服務結果上達到正向情緒，內控型顧客會對服務提供者增加忠誠度。而這項研究期能幫助美髮業者明瞭如何能使顧客成為美髮業的忠誠顧客。本研究是採用量化方法去進行本研究的資料分析，「兩岸美髮業顧客內外控人格特質、分擔責任與情緒反應對忠誠度影響之研究」去進行問卷之調查，並且是以兩岸美髮業之顧客為研究的對象，去探討各變項間是否有相關性。本研究是採隨機抽樣，於台灣及上海是以發放問卷之方式去進行研究，合計共取得392份問卷，有效之問卷共372份，回收率為98％；並以AMOS結構方程式去檢驗假設關係。而研究結果表示內控型顧客在服務環境裡較願意分擔責任且具有較正向之情緒反應，而此類型的顧客對美髮亦具有較高之忠誠度。

This research was mainly extends in 2002 Bradley, Graham L., and Beverley A. Sparks argument (service inside and outside controlled personality special characteristic) and the Lawler's society exchanges the viewpoint, explained that which one controlled from the inside controls customer of the personality locus of control with outside to have in the service environment shared responsibility, and forecast that on service result's inalienable, will control from the inside the customer to produce so-called shared responsibility, and achieved the forward emotional in the service result, will control from the inside the customer to increase the loyalty to the service provider. But how can this research time help to style hair the Sharon entrepreneur to understand can cause the customer to become styles hair the Sharon industry loyal customer.
This research is uses the quantification method to conduct this research the material analysis, “both banks style hair inside and outside the Sharon industry customer to control the personality special characteristic, to share the responsibility and research of the mood reaction pair loyalty influence” carry on investigation of the questionnaire, and styles hair Sharon industry take both banks the customer as the research object, discusses variable each between whether to have the relevance.
This research picks the random sampling, is by provides way of the questionnaire in Taiwan and Shanghai to conduct the research, the sum total altogether obtains 392 questionnaire, effective questionnaire altogether 372The share, the returns-ratio is 98%; And examines the supposition relations by the AMOS structure equation. But the findings indicated that controls from the inside the customer to serve in the environment to be willing to share the responsibility, and has is responding to it mood, but this type's customer to styles hair Sharon also to have the high loyalty.

中文摘要 I
英文摘要 III
誌謝辭 IV
內容目錄 V
表目錄 VIII
圖目錄 XI
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 研究對象 4
第四節 研究流程 4
第二章 文獻探討 7
第一節 內控與外控人格特質 7
第二節 不可分割性 14
第三節 分擔責任 17
第四節 情緒反應 19
第五節 忠誠度 20
第六節 各變項間之關係 22
第三章 研究方法 28
第一節 研究架構 28
第二節 研究假設 29
第三節 變數之操作性定義與衡量 30
第四節 樣本決定與抽樣方法 35
第五節 資料分析方法 36
第四章 資料分析結果 41
第一節 樣本敘述性統計分析 42
第二節 信度分析 47
第三節 效度分析 50
第四節 獨立樣本T檢定和單因子變異數分析 60
第五節 各變項上之相關分析 77
第六節 結構方程式之建立與分析 80
第五章 結論與建議 93
第一節 研究結果 93
第二節 研究意涵與建議 95
第三節 研究限制 101
第四節 未來研究之建議 102
參考文獻 103
一、中文部分 103
二、英文部分 103
附錄A 問卷發放繁體版 112
附錄B 問卷發放簡體版 118

一、中文部分
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