現今，服務業已成為台灣經濟活動主體和就業來源。而零售業為其最大次產業之一，更直接提供消費者所需商品和服務，與日常生活關係密切，其員工行為表現扮演重要的角色。然而，由於工作特性，使其較常面臨影響行為表現與組織承諾的角色內衝突。此外，員工的行為認同亦會影響其行為表現。過去研究指出，簽名會觸發自我認同，進而影響其後續的行為表現，然而探討簽名後對員工行為的影響甚少。因此，本研究針對零售服務情境下的角色內行為(工作表現)與組織公民行為(助人行為)的意圖，採用實驗法，並進行兩個實驗。實驗一探討簽名任務和角色內衝突對工作表現意圖之影響。實驗二則探討簽名任務和助人行為與自我認同之接近度(以下簡稱助人認同接近度)對助人意圖之影響。
實驗一研究結果發現簽名任務對工作表現意圖無顯著主效果。角色內衝突對於受測者的工作表現意圖則具有顯著主效果，在高度衝突情況下，受測者之工作表現意圖顯著低於低度衝突的情況。角色內衝突和簽名任務對受測者的工作表現意圖具有顯著的交互作用，即在低度衝突情況下，簽名組的工作表現意圖顯著高於控制組。反之，在高度衝突情況下，簽名組的工作表現意圖顯著低於控制組。
實驗二研究結果發現簽名任務對助人意圖無顯著主效果，即簽名任務對助人意圖不具顯著的影響。助人認同接近度對受測者的助人意圖則具有顯著主效果，高接近度的助人意圖顯著高於低接近度。且簽名任務和助人認同接近度對受測者的助人意圖具有顯著的交互作用，在低接近度的情況下，簽名組的助人意圖顯著低於控制組。反之，在高接近度的情況下，簽名組的助人意圖顯著高於控制組。

Nowadays, the service industry has become the main body of economic activities as well as the major source of employment in Taiwan. As the largest sub-sector of the service industry, retail business is closely related to our daily lives, where its employee behavioral performances play a vital role. However, specific characteristics related to the retail business make intra-role conflict, which affects behavioral performances and organizational commitment, apparent. In addition, employees’ behavioral identification influences their behavioral performances. While a plethora of studies have shown that signing activates self-identity, and that it affects the employee’s following behavioral performance, few studies have examined the effect of signature on employee behavior. The present study, therefore, conducted two experiments concerning intentions of in-role behavior and organizational citizenship behavior in retail service context. While Study 1 explored the effects of handwriting task and intra-role conflict on task performance intention, Study 2 investigated the effects of handwriting task, helping behavior, and identity-helping closeness on helping intention.
The results in Study 1 revealed that although the signature effect on task performance intention was not significant, intra-role conflict had a significant impact on task performance intention. The participants’ task performance intentions were significant lower in a low-conflict context than in a high-conflict context. There was a significant interactive effect of intra-role conflict and handwriting task on task performance intention. In a low-conflict context, the task performance intention of the sign group was significant higher than that of the control group. In a high-conflict context, however, the task performance intention of the sign group was significant lower than that of the control group.
The results in Study 2 indicated that while handwriting task did not have a significant effect on helping intention, identity-helping closeness had a significant effect on helping intention. The helping intention of close identity-helping closeness was significant higher than that of distant identity-helping closeness. In addition, there was a significant interactive effect of handwriting task and identity-helping closeness on helping intention. In distant identity-helping closeness, the helping intention of the sign group was significant lower than that of the control group. In close identity-helping closeness, however, the helping intention of the sign group was significant higher than that of the control group

中文摘要....................................... i
ABSTRCT....................................... ii
誌謝...........................................iii
Table of contents.............................. iv
List of Tables................................. vi
List of Figures................................vii
Chapter 1 Introduction......................... 1
1.1 Background and motivation.................. 1
1.2 Purpose of the research.................... 4
1.3 Procedure of the research.................. 5
Chapter 2 Literature Review.................... 6
2.1 Employee Behaviors......................... 6
2.2 In-Role Behavior........................... 8
2.2.1 Definition of In-Role Behavior........... 8
2.2.2 Related Researches about In-Role Behavior 8
2.3 Organizational Citizenship Behavior........ 11
2.3.1 Concept of Organizational Citizenship Behavior....................................... 11
2.3.2 Dimensions of Organizational Citizenship Behavior....................................... 12
2.3.3 Antecedents of Organizational Citizenship Behavior....................................... 17
2.3.4 Consequences of Organizational Citizenship Behavior....................................... 19
2.4 Signature Effect........................... 21
2.4.1 The Role and Implication of Signature.... 21
2.4.2 The Impact of Signature on Behavior...... 21
2.4.3 The Relationship between Signature and Self-identity.................................. 22
2.5 Role Conflict.............................. 24
2.5.1 Definition of Role Conflict.............. 24
2.5.2 Types of Conflicts....................... 24
2.5.3 Related Researches about Role Conflict... 26
2.6 Research Framework......................... 28
Chapter 3 Methodology.......................... 29
3.1 Study Design............................... 29
3.1.1 Experiment Design........................ 29
3.1.2 Participants............................. 30
3.2 Study 1.................................... 31
3.2.1 Pretest.................................. 31
3.2.2 Study 1- Manipulation and measures....... 31
3.2.3 Study 1 - Experiment procedures.......... 33
3.3 Study 2.................................... 34
3.3.1 Study 2 - Manipulation and measures...... 34
3.3.2 Study 2 - Experiment procedures.......... 35
Chapter 4 Results of Study 1................... 36
4.1 Study 1 - Reliability and Manipulation Check.......................................... 36
4.1.1 Study 1 - Reliability.................... 36
4.1.2 Study 1 - Manipulation Check............. 36
4.2 Study 1.................................... 37
4.2.1 Averages for Task Performance Intention.. 37
4.2.2 Study 1 - Results of ANOVA............... 37
4.2.3 Study 1 - Simple Main Effect Test........ 38
4.3 Study 1 - The Results of Hypothesis Testing 39
Chapter 5 Results of Study 2................... 40
5.1 Study 2 - Reliability...................... 40
5.2 Study 2.................................... 40
5.2.1 Averages for Helping Intention........... 40
5.2.2 Study 2 - Results of ANOVA............... 41
5.2.3 Study 2 - Simple Main Effect Test........ 42
5.3 Study 2 - The Results of Hypothesis Testing 43
Chapter 6 Conclusions and Suggestions.......... 44
6.1 Research Conclusions....................... 44
6.2 Research Suggestion........................ 45
6.2.1 Suggestions for Practice................. 45
6.2.2 Research Limitations..................... 46
6.2.3 Suggestions for Future Research.......... 46
Reference...................................... 47
Appendix....................................... 58

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