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研究生:陳俞娉
研究生(外文):Yu-Pin Chen
論文名稱:我微笑,你買單?探討服務人員正向情緒表達與顧客消費金額之影響:顧客行為與情緒的中介歷程、以及交易情境線索的干擾效果
論文名稱(外文):Examining the Relationship between Positive Displays Emotions and Amount of Customer Purchase: The Mediating Roles of Customer Behaviors and Emotions and the Moderating Role of Transaction Cues
指導教授:紀乃文紀乃文引用關係
指導教授(外文):Nai-Wen Chi
學位類別:碩士
校院名稱:國立中山大學
系所名稱:人力資源管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:46
中文關鍵詞:停留店內時間顧客正向心情顧客購買可能性顧客購買金額正向情緒表達
外文關鍵詞:Customer’s Positive MoodThe possibility of purchaseCustomer Purchase AmountTime Spent in StorePositive Displays Emotions
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本研究以情緒感染 (Emotional Contagion)及M-R環境心理模式觀點,探討服務人員正向情緒表達如何透過顧客在服務後正向心情與停留店內時間的中介,進而影響顧客購買金額。同時,本研究亦探究顧客購買可能性是否會分別干擾前述顧客在服務後正向心情與停留店內時間的中介效果。
本研究採用觀察法,以高單價戶外用品品牌 (單價約為新台幣1000~20000元間)之在職門市服人員及顧客為樣本對象,並採取不同來源 (觀察員、顧客)的方式收集問卷,共計回收202 份有效配對樣本。研究發現:(1) 服務人員正向情緒表達會透過提升顧客在服務後正向心情,進而增加顧客購買金額;(2) 服務人員正向情緒表達會透過增加顧客停留店內時間,進而增加顧客購買金額;(3) 顧客購買可能性越高,愈能增強服務人員正向情緒表達透過顧客在服務後正向心情、增加顧客購買金額的中介效果;(4) 顧客購買可能性越高,愈能增強服務人員正向情緒表達透過顧客停留店內時間、增加顧客購買金額的中介效果。
The main purpose of this study is to investigate “when” and “how” employees’ positive displays emotions (PDE) influences customer purchase amount. Drawing on the emotional contagion theory and M-R (Mehrabian & Russell) model, the present study examines whether employees’ positive displays emotions positively predicts customer purchase amount through customer’s positive mood after service and the time customers spent in store. In addition, we also examine whether the possibility of purchase can buffer the aforementioned mediation effects.
The sample was composed of 202 service workers-customers dyads from outdoor stores. The results showed that: (1) PDE positively predicts customer purchase amount through customer’s positive mood after service; (2) PDE positively predicts customer purchase amount through the time customers spent in store; (3) The possibility of purchase strengthens the effects of PDE on customer purchase amount via customer’s positive mood after service; (4) customer’s positive mood after service the effects of PDE on customer purchase amount via the time customers spent in store. Theoretical and practical implications of our findings are discussed.
論文審定書 i
誌謝 ii
摘 要 iii
Abstract iv
目 錄 v
圖 次 vii
表 次 viii
第一章 緒論 1
第二章 文獻探討 5
第一節 服務人員正向情緒表達對顧客態度及行為的關係 5
第二節 服務人員正向情緒表達對顧客購買金額的關係:顧客在服務後正向心情的中介效果 6
第三節 服務人員正向情緒表達對顧客購買金額的關係:顧客停留店內時間的中介效果 6
第四節 顧客購買可能性對服務人員正向情緒表達與購買金額的干擾式中介效果 8
第三章 研究方法 11
第一節 研究架構 11
第二節 研究樣本與施測程序 11
第三節 研究工具 13
第四節 資料分析方式 16
第四章 研究結果 18
第一節 各變數間之敘述統計與相關係數 18
第二節 驗證性因素分析 18
第三節 假設檢定 19
第五章 結論與建議 24
第一節 理論貢獻 24
第二節 管理意涵 26
第三節 研究限制 26
第四節 未來研究建議 27
參考文獻 29
附錄一 文獻整理 33
附錄二 研究調查問卷 35
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紀乃文、張火燦、黃仙麗 (2012)。工作場域中的情感雙歧:探討服務人員情感雙歧與其服務品質及工作滿意度之關係。人力資源管理學報,12(1),1-22。
紀乃文、陳建丞 (2011)。分店服務氣候、正向團隊情感氛圍、服務人員正向情緒表達與顧客購買決策關聯性之探討。組織與管理,4(1),129-162。
紀乃文、陳珮綺、陳宥吟 (2017)。顧客負面事件影響顧客導向公民行為、服務破壞行為的認知與情感歷程:服務人員顧客導向特質與情緒展示規則的干擾效果。組織與管理,10(2),155-200。
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