臺灣博碩士論文加值系統

近幾十年來茶行的家數快速增加，導致市場競爭激烈，再加上市場上普遍存在茶葉價格與品質不一致的問題，使消費者的忠誠度普遍降低，傳統茶行因而經營不易。而信任是創造、發展和維持買賣雙方長期關係的基本要素。因此茶行的銷售人員該如何取得消費者的信任，與消費者建立良好的長期關係，使消費者願意選擇重覆到店內購買茶葉，對於傳統茶行來說將是一個非常重要的課題。
回顧過去文獻，銷售人員具有能力的表現和正面的意圖將可作為消費者對銷售人員建立信任的基礎，因此本研究試圖以兩者為評估基礎的信任建立過程來探討消費者對茶行銷售人員信任的產生；而過去文獻也曾指出在判斷他人具有可靠性之資訊出現的情況下，個人的人格特質仍會影響信任的產生，因此本研究亦加入人格特質作為干擾變數，探討人格特質相異的消費者對茶行銷售人員建立信任過程中所評估的基礎是否有所差異。本研究以固定在傳統茶行購買茶葉的消費者為主要調查對象，地點選在高屏地區共十間茶行店門口，發放紙本問卷，回收有效問卷306份，佔95％，並以結構方程式模型（LISREL）進行分析驗證。
研究結果發現：（1）除了「銷售人員權力」與「對銷售人員信任」之間正向關係不顯著外，其餘包括「銷售人員專業知識」、「銷售人員令人喜愛」、「銷售人員相似性」、「與銷售人員頻繁接觸」都分別與「對銷售人員信任」之間有顯著正向關係。（2）對銷售人員信任對顧客忠誠度具有顯著正向關係。（3）勤勉審慎性程度高的消費者更依賴藉由評估銷售人員的能力而建立對銷售人員的信任；親和性程度高的消費者更依賴藉由評估銷售人員的意圖而建立對銷售人員的信任。（4）對銷售人員信任對能力、意圖各構面與顧客忠誠度間具有完全、部分中介效果。

Numbers of tea store increase rapidly in recent decades, leading to fierce competition in the market. Furthermore, inconsistent of price and quality on tea decreases customer loyalty in the market. Above all, the traditional tea store runs with difficulty. Trust is the basic element which creates, develops, and maintains the long-term relationship between buyers and sellers. Therefore, how the salespersons of tea store establish a long-term good relationship with consumers by obtaining trust of consumers so that consumers are willing to choose to buy tea repetitively is a very important issue for traditional tea store.
The past literature indicated that salesperson performance with capability and positive intention is the basis which consumers can build trust for salesperson. Therefore, this study attempts to use capability and intention to explore that consumer build trust for salesperson. The previous study also pointed out that,although there appears information which can judge others reliable, individual personality still affect the generation of trust. Therefore, this study also adds personality as moderating variable to explore whether consumers of different personality use basic of assessment to trust salesperson of tea store is also different or not. This study investigated subjects who always buy tea in special tea store and issued paper questionnaires in ten tea store of Kaohsiung and Pingtung area. We received total 306 valid questionnaires, accounting for 95％. The Structural Equation Model (LISREL) is used to analyze in this study.
The results found out that：(1)In addition to that positive relationship between salesperson power and salesperson trust is not significant, the rest including positive relationship of salesperson expertise, salesperson likability, salesperson similarity, frequent contact with salesperson on salesperson trust is significant, respectively.(2) There is significant positive relationship between salesperson trust on customer loyalty.(3)Consumer with high degree of conscientioness will be more depend on trust salesperson by assessing ability of salesperson；consumer with high degree of agreeableness will be more depend on trust salesperson by assessing intention of salesperson.(4)Salesperson trust has complete and partial mediate effect between each dimension of capability and intention and customer loyalty.

第壹章 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 5
第貳章 文獻探討 6
第一節 消費者對銷售人員信任 6
第二節 信任之產生 13
第三節 信任之結果 22
第四節 人格特質 26
第參章 研究方法 35
第一節 研究架構 35
第二節 研究假設 36
第三節 研究變數之操作性定義與衡量 45
第四節 實證對象的選擇 50
第五節 研究設計 51
第六節 統計分析方法 52
第七節 問卷前測 54
第肆章 實證分析 66
第一節 樣本輪廓分析 66
第二節 驗證性因素分析 72
第三節 修正模型之驗證性因素分析 78
第四節 結構方程式 81
第伍章 結論與建議 92
第一節 討論 92
第二節 理論貢獻 102
第三節 管理意涵 104
第四節 研究限制 106
第五節 後續研究建議 107
參考文獻 109
附錄一 118
附錄二 121

中文文獻
楊盛勳，邱再發(1998)，《飲茶嗜好趨向調查》，台灣桃園：台灣省茶業改良場。
保障茶農及消費者權益業者粉舉辦展示比賽並建立權威檢驗分級制度（民76年）。經濟日報，第9版。
賴正男，楊盛勳，蘇雅惠(2005)，《自營茶農經營方式之研究》(24)，台灣桃園：台灣省茶業改良場。
周文玲(2007)，〈顧客對銷售人員喜愛對品牌忠誠度影響: 知覺信任與知覺專業之角色〉，《多國籍企業管理評論》，1(2)，105-125。
龍育民(2000)，《軍官人格特質, 工作特性與工作壓力之研究》，國防大學管理學院資源管理研究所碩士論文，未出版。
周惠莉(2003)，《五大人格特質, 性別角色與轉換型領導關聯性之研究》，中原大學碩士論文，未出版。
蕭筱筠、鄭晉昌 (2002，11月)。以人格特質為甄選依據–題目有效性之分析。論文發表於國立中央大學人力資源管理研究所舉辦之「第八屆企業人力資源管理實務專題研究成果發表會」，桃園。
邱皓政(2003)，《結構方程模式—LISREL的理論、技術與應用》，台北：雙葉書廊圖書公司。

英文文獻
Akerlof, G. A. (1970). The market for "lemons" : Quality uncertainty and the market mechanism. The Quarterly Journal of Economics, 84(3),488-500.
Alhabeeb, M. (2007). On consumer trust and product loyalty. International Journal of Consumer Studies, 31(6), 609-612.
Allport, G. W. (1937). Personality: A psychological interpretation.England:Holt.
Allport, G. W. (1961). Pattern and growth in personality. England:Holt.
Allport, G. W., & Odbert, H. S. (1936). Trait-names: A psycho-lexical study. Psychological Monographs, 47(1),169-171.
Andaleeb, S. S. (1992). The trust concept: Research issues for channels of distribution. Research in Marketing, 11(2), 1-34.
Andaleeb, S. S., & Anwar, S. F. (1996). Factors influencing customer trust in salespersons in a developing country. Journal of International Marketing, 4(4), 35-52.
Anderson, E., & Weitz, B. (1989). Determinants of continuity in conventional industrial channel dyads. Marketing Science, 8(4),310-323.
Anderson, E., & Weitz, B. (1992). The use of pledges to build and sustain commitment in distribution channels. Journal of Marketing Research, 29(1),18-34.
Anderson, R. E., Hair, J. F., Tatham, R., & Black, W. (2006). Multivariate data analysis.America:Pearson.
Assael, H. (1987). Consumer behavior and marketing action.Boston:PWS-Kent.
Barber, B. (1983). The logic and limits of trust. New Brunswick, NJ: Rutgers University Press.
Bateman, T. S., & Crant, J. M. (1993). The proactive component of organizational behavior: A measure and correlates. Journal of Organizational Behavior, 14(2), 103-118.
Bhote, K. R. (1996). Beyond customer satisfaction to customer loyalty: The key to greater profitability. England:Holt.
Bigley, G. A., & Pearce, J. L. (1998). Straining for shared meaning in organization science: Problems of trust and distrust. Academy of Management Review, 23(3), 405-421.
Bigus, O. E. (1972). The milkman and his customer: A cultivated relationship. Journal of Contemporary Ethnography, 1(2), 131-165.
Brock Smith, J., & Barclay, D. W. (1997). The effects of organizational differences and trust on the effectiveness of selling partner relationships. Journal of Marketing, 61(1), 3-21.
Busch, P., & Wilson, D. T. (1976). An experimental analysis of a salesman's expert and referent bases of social power in the buyer-seller dyad. Journal of Marketing Research, 13(1),3-11.
Butler Jr, J. K. (1991). Toward understanding and measuring conditions of trust: Evolution of a conditions of trust inventory. Journal of Management, 17(3), 643-663.
Byrne, D. E. (1971). The attraction paradigm. San Diego: Academic Press.
Cattell, R. B. (1943). The description of personality: Basic traits resolved into clusters. The Journal of Abnormal and Social Psychology, 38(4), 476-506.
Cattell, R. B. (1965). A biometrics invited paper. Factor analysis: An introduction to essentials II. The role of factor analysis in research. Biometrics, 21(2),405-435.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. The Journal of Marketing,65(2), 81-93.
Coleman, J. S. (1994). Foundations of social theory.America: Belknap Press.
Colquitt, J. A., Scott, B. A., & LePine, J. A. (2007). Trust, trustworthiness, and trust propensity: A meta-analytic test of their unique relationships with risk taking and job performance. Journal of Applied Psychology, 92(4), 909-927.
Costa, P. T., & MacCrae, R. R. (1992). Revised NEO Personality Inventory (NEO PI-R) and NEO Five-Factor Inventory (NEO FFI).Odessa:Psychological Assessment Resources.
Costa, P. T., & McCrae, R. R. (1988). From catalog to classification: Murray's needs and the five-factor model. Journal of Personality and Social Psychology, 55(2), 258-265.
Costa, P. T., & McCrae, R. R. (1988). Personality in adulthood: A six-year longitudinal study of self-reports and spouse ratings on the NEO personality Inventory. Journal of Personality and Social Psychology, 54(5), 853-863.
Covello, V. T. (1992). Trust and credibility in risk communication. Health and Environment Digest, 6(1), 1-3.
Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. The Journal of Marketing, 54(3),68-81.
Dasgupta, P. (2000). Trust as a commodity. Trust: Making and Breaking Cooperative Relations, 4, 49-72.
Day, D. V., & Silverman, S. B. (1989). Personality and job performance: Evidence of incremental validity. Personnel Psychology, 42(1), 25-36.
Deutsch, M. (1958). Trust and suspicion. The Journal of Conflict Resolution, 2(4), 265-279.
Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35-51.
Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51(2), 11-27.
Eysenck, H. J. (1947). Dimensions of personality. New Brunswick, NJ:Transaction Publishers.
Fecikova, I. (2004). An index method for measurement of customer satisfaction. The TQM Magazine, 16(1), 57-66.
Fiske, D. W. (1949). Consistency of the factorial structures of personality ratings from different sources. The Journal of Abnormal and Social Psychology, 44(3), 329-344.
Flores, F., & Solomon, R. C. (1998). Creating trust. Business Ethics Quarterly, 8(2),205-232.
Freidman, M., & Rosenamn, R. H. (1974). Type A-Behavior and your heart.New York:Knopf.
Fromm, E. (1941). Escape from freedom. New York: Farrar & Rinehart.
Galton, F. (1884). Measurement of character. Fortnightly Review,36,179-185.
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19.
Ganesan, S., & Hess, R. (1997). Dimensions and levels of trust: Implications for commitment to a relationship. Marketing Letters, 8(4), 439-448.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. The Journal of Marketing, 63(2),70-87.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87.
Gassenheimer, J. B., Houston, F. S., & Davis, J. C. (1998). The role of economic value, social value, and perceptions of fairness in interorganizational relationship retention decisions. Journal of the Academy of Marketing Science, 26(4), 322-337.
Geyskens, I. (1998). Trust, satisfaction, and equity in marketing channel relationships.Holland:Tilburg University.
Giffin, K. (1967). The contribution of studies of source credibility to a theory of interpersonal trust in the communication process. Psychological Bulletin, 68(2), 104-120.
Goldberg, L. R. (1981). Language and individual differences: The search for universals in personality lexicons. Review of Personality and Social Psychology, 2, 141-165.
Govier, T. (1994). Is it a jungle out there? Trust, distrust and the construction of social reality. Dialogue, 33(2), 237-252.
Griffin, J. (1996). The Internet’s expanding role in building customer loyalty. Direct Marketing, 59(7), 50-53.
Guilford, J. P. (1959). Three faces of intellect. American Psychologist; American Psychologist, 14(8), 469-479.
Heskett, I. L., Iones, T. O., Loveman, G. W., & Sasser, W. E. (1994). Putting the service-profit. Harvard Business Review, 36(1),105-113.
Hrebiniak, L. G. (1974). Effects of job level and participation on employee attitudes and perceptions of influence. Academy of Management Journal,17(4) ,649-662.
Jap, S. D. (2001). The strategic role of the salesforce in developing customer satisfaction across the relationship lifecycle. The Journal of Personal Selling and Sales Management,21(2),95-108.
Johnson, D. W., & Johnson, S. (1972). The effects of attitude similarity, expectation of goal facilitation, and actual goal facilitation on interpersonal attraction. Journal of Experimental Social Psychology, 8(3), 197-206.
Jones, G. R., & George, J. M. (1998). The experience and evolution of trust: Implications for cooperation and teamwork. Academy of Management Review,23(3) ,531-546.
Kassarjian, H. H. (1971). Personality and consumer behavior: A review. Journal of Marketing Research,8(4),409-418.
Kee, H. W., & Knox, R. E. (1970). Conceptual and methodological considerations in the study of trust and suspicion. Journal of Conflict Resolution, 14(3),357-366.
Keil, M., Tan, B. C. Y., Wei, K. K., Saarinen, T., Tuunainen, V., & Wassenaar, A. (2000). A cross-cultural study on escalation of commitment behavior in software projects. Management Information Systems Quarterly, 24(2), 299-326.
Kelley, H. H. (1973). The processes of causal attribution. American Psychologist, 28(2), 107-128.
Kennedy, M. S., Ferrell, L. K., & LeClair, D. T. (2001). Consumers' trust of salesperson and manufacturer: An empirical study. Journal of Business Research, 51(1), 73-86.
Korotkov, D. (2008). Does personality moderate the relationship between stress and health behavior? Expanding the nomological network of the five-factor model. Journal of Research in Personality, 42(6), 1418-1426.
Kramer, R. M. (1999). Trust and distrust in organizations: Emerging perspectives, enduring questions. Annual Review of Psychology, 50(1), 569-598.
Kumar, N., Scheer, L. K., & Steenkamp, J. B. E. M. (1995). The effects of perceived interdependence on dealer attitudes. Journal of Marketing Research, 32(3),348-356.
Lagace, R. R., Dahlstrom, R., & Gassenheimer, J. B. (1991). The relevance of ethical salesperson behavior on relationship quality: The pharmaceutical industry. The Journal of Personal Selling and Sales Management, 11(4),39-47.
Lewicki, R. J., & Bunker, B. B. (1995). Trust in relationships: A model of development and decline.San Francisco,CA,US:Jossey-Bass.
Lewis, J. D., & Weigert, A. (1985). Trust as a social reality. Social forces, 63(4), 967-985.
Lindskold, S. (1978). Trust development, the GRIT proposal, and the effects of conciliatory acts on conflict and cooperation. Psychological Bulletin, 85(4), 772-793.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709-734.
McCrae, R. R., & Costa, P. T. (1989). The structure of interpersonal traits: Wiggins's circumplex and the five-factor model. Journal of Personality and Social Psychology, 56(4), 586-595.
McDonald, G. W. (1981). Structural exchange and marital interaction. Journal of Marriage and the Family,43(4) ,825-839.
Milliman, R. E., & Fugate, D. L. (1988). Using trust-transference as a persuasion technique: An empirical field investigation. The Journal of Personal Selling and Sales Management, 8(2),1-7.
Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81-101.
Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314-328.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-31.
Newman, J. W., & Werbel, R. A. (1973). Multivariate analysis of brand loyalty for major household appliances. Journal of Marketing Research,10(4), 404-409.
Norman, W. T. (1963). Toward an adequate taxonomy of personality attributes: Replicated factor structure in peer nomination personality ratings. The Journal of Abnormal and Social Psychology, 66(6), 574-583.
Oakes, G. (1990). The sales process and the paradoxes of trust. Journal of Business Ethics, 9(8), 671-679.
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the customer. New York:McGraw-Hill .
Pervin, L. A. (1970). Personality: Theory, assessment, and research. Oxford, England:John Wiley＆Sons.
Peterson, R. (1984). Personal selling: an introduction.Malabar, Fla: R.E. Krieger.
Rempel, J. K., Holmes, J. G., & Zanna, M. P. (1985). Trust in close relationships. Journal of Personality and Social Psychology, 49(1), 95-112.
Reynolds, F. D. (1974). An analysis of catalog buying behavior. The Journal of Marketing,38(3), 47-51.
Robie, C., Schmit, M. J., Ryan, A. M., & Zickar, M. J. (2000). Effects of item context specificity on the measurement equivalence of a personality inventory. Organizational Research Methods, 3(4), 348-365.
Rotter, J. B. (1954). Social learning and clinical psychology.US:Prentice-Hall.
Rotter, J. B. (1967). A new scale for the measurement of interpersonal trust. Journal of Personality, 35(4), 651-665.
Rotter, J. B. (1971). Generalized expectancies for interpersonal trust. American Psychologist; American Psychologist, 26(5), 443-452.
Rotter, J. B. (1980). Interpersonal trust, trustworthiness, and gullibility. American Psychologist, 35(1), 1-7.
Rousseau, D. M., Sitkin, S. B., Burt, R. S., & Camerer, C. (1998). Not so different after all: A cross-discipline view of trust. Academy of Management Review, 23(3), 393-404.
Schlenker, B. R., Helm, B., & Tedeschi, J. T. (1973). The effects of personality and situational variables on behavioral trust. Journal of Personality and Social Psychology, 25(3), 419-427.
Schurr, P. H., & Ozanne, J. L. (1985). Influences on exchange processes: Buyers' preconceptions of a seller's trustworthiness and bargaining toughness. Journal of Consumer Research, 11(4), 939-953.
Scott III, C. L. (1980). Interpersonal trust: A comparison of attitudinal and situational factors. Human Relations, 33(11), 805-812.
Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9), 19-35.
Sheldon, M. E. (1971). Investments and involvements as mechanisms producing commitment to the organization. Administrative Science Quarterly, 16(2) ,143-150.
Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of the Academy of Marketing Science, 28(1), 150-167.
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. The Journal of Marketing,66(1) ,15-37.
Sirgy, M. J., & Samli, A. C. (1985). A path analytic model of store loyalty involving self-concept, store image, geographic loyalty, and socioeconomic status. Journal of the Academy of Marketing Science, 13(3), 265-291.
Smith, J. B., & Barclay, D. W. (1997). The effects of organizational differences and trust on the effectiveness of selling partner relationships. The Journal of Marketing, 61(1),3-21.
Spekman, R. E. (1988). Strategic supplier selection: Understanding long-term buyer relationships. Business Horizons, 31(4), 75-81.
Strub, P. J., & Priest, T. (1976). Second runner-up 1976 ncsa graduate competition: Two patterns of establishing trust: The marijuana user. Sociological Focus, 9(4),399-411.
Strutton, D., Pelton, L. E., & Tanner, J. F. (1996). Shall we gather in the garden: The effect of ingratiatory behaviors on buyer trust in salesperson. Industrial Marketing Management, 25(2), 151-162.
Sun, P.C., & Lin, C.M. (2010). Building customer trust and loyalty: An empirical study in a retailing context. Service Industries Journal, 30(9), 1439-1455.
Swan, J. E., Bowers, M. R., & Richardson, L. D. (1999). Customer trust in the salesperson: An integrative review and meta-analysis of the empirical literature. Journal of Business Research, 44(2), 93-107.
Swan, J. E., & Nolan, J. J. (1985). Gaining customer trust: A conceptual guide for the salesperson. The Journal of Personal Selling and Sales Management, 5(2),39-48.
Swan, J. E., & Trawick, I. F. (1987). Building customer trust in the industrial salesperson: Process and outcomes. Advances in Business Marketing, 2, 81-113.
Swan, J. E., Trawick, I. F., & Silva, D. W. (1985). How industrial salespeople gain customer trust. Industrial Marketing Management, 14(3), 203-211.
Swan, J. E., Trawick Jr, I. F., Rink, D. R., & Roberts, J. J. (1988). Measuring dimensions of purchaser trust of industrial salespeople. The Journal of Personal Selling and Sales Management, 8(1),1-9.
Tan, F. B., & Sutherland, P. (2004). Online consumer trust: A multi-dimensional model. Journal of Electronic Commerce in Organizations, 2(3), 40-58.
Tellis, G. J. (1988). Advertising exposure, loyalty, and brand purchase: A two-stage model of choice. Journal of Marketing Research,25(2),134-144.
Tsang, E. W. K. (2002). Acquiring knowledge by foreign partners from international joint ventures in a transition economy: Learning‐by‐doing and learning myopia. Strategic Management Journal, 23(9), 835-854.
Watson, D., Hubbard, B., & Wiese, D. (2000). Self–other agreement in personality and affectivity: The role of acquaintanceship, trait visibility, and assumed similarity. Journal of Personality and Social Psychology, 78(3), 546-558.
Williamson Oliver, E. (1985). The economic institutions of capitalism: Firms, markets, relational contracting. New York:ScientificCommons.
Zaltman, G., & Moorman, C. (1988). The importance of personal trust in the use of research. Journal of Advertising Research, 28(5), 16-24.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. The Journal of Marketing,60(2) ,31-46.