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題名 由社會認知觀點探討顧客衣著與購買行為線索對員工正向情緒表達之影響
Exploring the effect of customers’ clothing and purchase behavior cues on employees’ positive affective displays: the social cognition perspective作者 翁湘晴
Weng, Hsiang Ching貢獻者 蔡維奇
翁湘晴
Weng, Hsiang Ching關鍵詞 基模
員工正向情緒表達
員工知覺顧客社會地位
員工知覺顧客前期購買意願
schema
employee’s positive affective displays
social status
pre-purchase intention日期 2011 上傳時間 30-十月-2012 15:21:43 (UTC+8) 摘要 本研究旨在從社會認知觀點探討顧客衣著線索與顧客購買行為線索對員工正向情緒表達之影響，以及探討員工知覺顧客社會地位與前期購買意願之中介效果。過去在員工正向情緒表達相關研究上，雖有探討顧客衣著線索與購買行為線索對員工正向情緒表達之影響，但並未深入探討其中之歷程，本研究認為認知心理學領域中之基模概念，可以解釋過去在情緒表達研究中，顧客外表與行為線索對第一線服務員工正向情緒表達影響關係的研究發現。 本研究以百貨公司化妝品專櫃之櫃員與其互動之顧客為研究對象，共觀察及記錄93筆交易互動，以實地場域之觀察法進行研究，研究結果發現，如同預期，顧客之衣著線索及購買行為線索對員工正向情緒表達皆有顯著的正向影響，顯示顧客若穿著愈高貴或是展現越多購買行為線索，員工會表現得越親切，研究結果驗證了過去情緒表達相關之研究發現；然而，員工知覺顧客社會地位與員工知覺顧客前期購買意願之中介效果並不如預期達顯著，顯示顧客衣著線索與購買行為線索並非透過激發員工對顧客社會地位與前期購買意願之基模影響員工正向情緒表達，而可能透過激發了別的基模來影響員工之正向情緒表達。整體而言，本研究所提之研究假說部分符合預期，而研究結果可對情緒表達與社會認知基模理論相關研究提供理論貢獻與實務意涵。
According to social cognitive psychology, targets’ cues can arouse perceivers’ schemas, and then help perceivers to form an impression on the target person. This point of view can help explain the past related research on employee’s positive affective displays. According to the past researches’ research findings, customers’ clothing and behaviors have obvious effects on employees’ positive affective displays. Moreover, base on schema theory, customers’ clothing and purchase behavior cues are believed to arouse employees’ social status schema and pre-purchase intention schemas respectively, and make employees to have a perception on customers’ social status and pre-purchase intention, and therefore have different positive emotional expressions on different customers. Employees’ perception on customers’ social status and pre-purchase intention are believed to play mediator roles in those processes. This study examined the 93 face-to-face interactions between employees and customers in the department store cosmetics section. Results showed customers’ clothing and purchase behavior cues are positively related to employees’ positive affective displays, as predicted. In other words, the more dignity the customer dressed or the more purchase behaviors he/she displayed, the more positive affective displays the employee showed. However, the mediator roles of employees’ perceptions on customers’ social status and pre-purchase intention were not found in the research. Over all, part of hypothesizes are predicted. The results have both theoretical and practical contributions to emotional expression research and social cognitive research.參考文獻 李有仁、張書勳、林俊成 (2010)。影音分享網站使用者意圖之研究。資訊管理學報，18，53-76。吳昕嶽 (2007)。新產品活動傳播對品牌權益與購買意願之影響 – 以Sony筆記型電腦(VAIO)為例。國立政治大學廣告研究所碩士論文。林俊瑩 (2009)。臺灣地區中小學教師主觀社會地位與階級認同之特性。教育與社會研究，19，43-81。蔡維奇、黃櫻美（2002）。員工情緒表達影響因素之研究—以鞋店銷售員為例。管理評論，21，67-84。錢玉芬（2007）。傳播心理學。台北縣：威仕曼文化。Adler, N.E., Epel, E.S., Castellazzo, G., & Ickovics, J.R. (2000). Relationship of subjective and objective social status with psychological and physiological functioning: Preliminary data in healthy white women. Health Psychology, 19, 586–592.Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: Areview and recommended two-step approach. Psychological Bulletin, 103, 411-423.Ashforth, B. E., & Humphrey, R. H. (1993). Emotional labor in service roles: The influence of identity. Academy of Management Review, 18, 88-115.Baron, R. M., & Kenny, D. A. (1986). The Moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51, 1173-1182.Bransford, J. D., & Johnson, M. K. (1973). Considerations of some problems of comprehension. In W. Chase (Ed.), Visual information processing. New York: Academic Press.Cha, S. E., & Edmondson, A. C. (2006). When values backfire: Leadership, attribution, and disenchantment in a values-driven organization. Leadership Quarterly, 17, 57−78.Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22, 16–27.Cialdini, R. B., Borden, R. J., Thorne, A. W., Marcus R., Freeman, S., Sloan, & L. R. (1976). Basking in reflected glory: Three (football) field studies. Journal of Personality and Social Psychology, 34(3), 366-375.Dasborough, M. T., & Ashkanasy, N. M. (2002). Emotion and attribution of intentionality in leader-member relationships. The Leadership Quarterly, 13, 615-634.Diener, E., Larsen, R.J., Levine, S. and Emmons, R.A. (1985) Intensity and frequency: dimensions underlying positive and negative affect, Journal of Personality andSocial Psychology, 48, 1253-1265.Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand and store information on buyers` product evaluations. Journal of Marketing Research, 28, 307319.George, J. M. (1991). State or trait: effects of positive mood on prosocial behaviors at work. Journal of Applied Psychology, 76, 299–307.Goodsell, C. T. (1976). Cross-cultural comparison of behavior of postal clerks towards clients. Administrative Science Quarterly, 21, 140-150LeBeau, L. S., Coats, E. J., & Hall, J. A. (2005). Nonverbal behavior and the verticaldimension of social relations: A meta-analysis. Manuscript submitted for publication.Lingle, J. H., & Ostrom, T. M. (1979). Retrieval selectivity in memorybasedimpression judgments. Journal of Personality and Social Psychology, 37, 180-194.Lloyd, D. G. (1992). Self- and Cross-Fertilization in Plants. II. The Selection of Self- Fertilization. International Journal of Plant Sciences, 153, 370-380Harvey, J. H., & Weary, G. (1984). Current issues in attribution theoryand research. Annual Review of Psychology, 35, 427-459.Head, H. (1920). Studies in neurology. London: Oxford Univ. Press.Humphrey, R. H., & Ashforth, B. E. (1994). Cognitive scripts and prototypes in service encounters. in Advances in Service Marketing and Management, 3, 175-199.Kenny, D. A., Beashy, D. A., & Bolger, N. (1998). Data analysis in social psychology. In D. T. Gilbert & S. T. Fiske (Eds.), The handbook of social psychology (pp. 233-265). New York: McGraw-Hill.Mars, G., & Nicod, M. (1984). The world of waiters. London: George Allen & Unwin.Markus, H., & Zajonc, R. B. (1985). The cognitive perspective in social psychology. In G. Lindzey & E. Aronson (Eds.), Handbook of social psychology (3rd ed., pp. 137-230). New York: Random House.Mulaik, S. A., James, L. R., Van Alstine, J., Bennett, N., Lind, S. Y., & Stilwell, C. D. (1989). Evaluation of goodness of fit indices for structural equation models. Psychological Bulletin, 105, 430-445.Operario, D., Adler, N. E., & Williams, D. R. (2004). Subjective social status: Reliability and predictive utility for global health. Psychology and Health, 19(2), 237-246.Peters, T., & Austin, N. (1985). A passion for excellence. New York: Harper & Row.Prinz, J.J., & Barsalou, L.W. (2000). Steering a course for embodied representation. In E. Dietrich & A. Markman (Eds.), Cognitive dynamics: Conceptual change in humans and machines (51-77). Mahwah, NJ: Erlbaum.Pugh, P. S. (2001). Service with a smile: Emotional contagion in the service encounter. Academy of Management Journal, 44, 1018-1027.Rafaeli, A., & Sutton, R. I. (1987). Expression of emotion as part of the work role. Academy of Management Review, 12, 23-37.Rafaeli, A. (1989). When cashiers meet customers: An analysis of the role of supermarket cashiers. Academy of Management Journal, 32, 245-273.Rafaeli, A., & Sutton, R. I. (1989). The expression of emotion in organizational life. Research in Organizational Behavior, 11, 1-42.Rafaeli, A., & Sutton, R. I. (1990). Busy stores and demanding customers: how do they affect the display of positive emotion? Academy of Management Journal, 33, 623-637.Reeder, G. D., & Brewer, M. B. (1979). A schematic model of dispositional attribution in interpersonal perception. Psychological Review, 86, 61-79.Schiffman, L. G. and L. L. Kanuk. (2000). Consumer Behavior, 7th ed., Prentice Hall, Inc.Snyder, M., Tanke, E. D., & Berscheid, E. Social perception and interpersonal behavior: On the selffulfilling nature of social stereotypes. Journal of Personality and Social Psychology, 1977, 35, 656-666.Tan, H. H., Foo, M. D., Chong, C. L., & Ng, R. (2003). Situational and dispositional predictors of displays of positive emotions. Journal of Organizational Behaviro, 24, 961-978.Tsai, W. C. (2001). Determinants and consequences of employee displayed positive emotions. Journal of Management, 27, 497-512.Watson, D., Clark, L. A., & Tellegen, A. (1988). Development and validation of brief measures of positive and negative affect: The PANAS scales. Journal of Personality and Social Psychology, 54, 1063-1070.Weiner, B. (1986). An Attributional Theory of Motivation and Emotion, Springer Verlag, New York. 描述 碩士
國立政治大學
心理學研究所
98752015
100資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098752015 資料類型 thesis dc.contributor.advisor 蔡維奇 zh_TW dc.contributor.author (作者) 翁湘晴 zh_TW dc.contributor.author (作者) Weng, Hsiang Ching en_US dc.creator (作者) 翁湘晴 zh_TW dc.creator (作者) Weng, Hsiang Ching en_US dc.date (日期) 2011 en_US dc.date.accessioned 30-十月-2012 15:21:43 (UTC+8) - dc.date.available 30-十月-2012 15:21:43 (UTC+8) - dc.date.issued (上傳時間) 30-十月-2012 15:21:43 (UTC+8) - dc.identifier (其他 識別碼) G0098752015 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/55032 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 心理學研究所 zh_TW dc.description (描述) 98752015 zh_TW dc.description (描述) 100 zh_TW dc.description.abstract (摘要) 本研究旨在從社會認知觀點探討顧客衣著線索與顧客購買行為線索對員工正向情緒表達之影響，以及探討員工知覺顧客社會地位與前期購買意願之中介效果。過去在員工正向情緒表達相關研究上，雖有探討顧客衣著線索與購買行為線索對員工正向情緒表達之影響，但並未深入探討其中之歷程，本研究認為認知心理學領域中之基模概念，可以解釋過去在情緒表達研究中，顧客外表與行為線索對第一線服務員工正向情緒表達影響關係的研究發現。 本研究以百貨公司化妝品專櫃之櫃員與其互動之顧客為研究對象，共觀察及記錄93筆交易互動，以實地場域之觀察法進行研究，研究結果發現，如同預期，顧客之衣著線索及購買行為線索對員工正向情緒表達皆有顯著的正向影響，顯示顧客若穿著愈高貴或是展現越多購買行為線索，員工會表現得越親切，研究結果驗證了過去情緒表達相關之研究發現；然而，員工知覺顧客社會地位與員工知覺顧客前期購買意願之中介效果並不如預期達顯著，顯示顧客衣著線索與購買行為線索並非透過激發員工對顧客社會地位與前期購買意願之基模影響員工正向情緒表達，而可能透過激發了別的基模來影響員工之正向情緒表達。整體而言，本研究所提之研究假說部分符合預期，而研究結果可對情緒表達與社會認知基模理論相關研究提供理論貢獻與實務意涵。 zh_TW dc.description.abstract (摘要) According to social cognitive psychology, targets’ cues can arouse perceivers’ schemas, and then help perceivers to form an impression on the target person. This point of view can help explain the past related research on employee’s positive affective displays. According to the past researches’ research findings, customers’ clothing and behaviors have obvious effects on employees’ positive affective displays. Moreover, base on schema theory, customers’ clothing and purchase behavior cues are believed to arouse employees’ social status schema and pre-purchase intention schemas respectively, and make employees to have a perception on customers’ social status and pre-purchase intention, and therefore have different positive emotional expressions on different customers. Employees’ perception on customers’ social status and pre-purchase intention are believed to play mediator roles in those processes. This study examined the 93 face-to-face interactions between employees and customers in the department store cosmetics section. Results showed customers’ clothing and purchase behavior cues are positively related to employees’ positive affective displays, as predicted. In other words, the more dignity the customer dressed or the more purchase behaviors he/she displayed, the more positive affective displays the employee showed. However, the mediator roles of employees’ perceptions on customers’ social status and pre-purchase intention were not found in the research. Over all, part of hypothesizes are predicted. The results have both theoretical and practical contributions to emotional expression research and social cognitive research. en_US dc.description.tableofcontents 第一章 緒論......1第一節 研究背景與動機......1第二節 研究架構與研究目的......6第二章 文獻回顧......8第一節 員工正向情緒表達意涵與重要性......8第二節 影響員工正向情緒表達之因素：顧客衣著與購買行為線......10第三節 基模理論之意涵......15第四節 員工知覺顧客社會地位及前期購買意願對顧客衣著線索及購買行為線索與員工正向情緒表達之中介效果關係......18一、顧客衣著線索、員工知覺顧客社會地位及員工正向情緒表達之關係......18二、顧客購買行為線索、員工知覺顧客前期購買意願與員工正向情緒表達之關係......20第三章 研究方法......23第一節 研究對象......23第二節 研究設計與流程......25第三節 研究變項與衡量工具......27一、獨變項......27二、中介變項......28三、依變項......30四、控制變項......30五、驗證性因素分析、收斂效度與區別效度......32第四節 統計分析方法......34第四章 研究結果......35一、相關分析結果......35二、顧客衣著線索與顧客購買行為線索對員工正向情緒表達之影響......37三、員工知覺顧客前期購買意願對顧客行為與員工正向情緒表達之中介效果......37第五章 討論與建議......40第一節 研究結果討論......40一、顧客衣著線索、員工知覺顧客社會地位與員工正向情緒表達之關係......40二、顧客購買行為線索、員工知覺顧客前期購買意願與員工正向情緒表達之關係......42第二節 理論與實務意涵......44一、對情緒表達文獻之貢獻......44二、對社會認知基模理論之貢獻......45三、實務意涵......45第三節 研究限制與建議......47參考文獻......49附錄一、員工觀察記錄表......53附錄二、顧客觀察記錄表......54附錄三、員工問卷......55 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098752015 en_US dc.subject (關鍵詞) 基模 zh_TW dc.subject (關鍵詞) 員工正向情緒表達 zh_TW dc.subject (關鍵詞) 員工知覺顧客社會地位 zh_TW dc.subject (關鍵詞) 員工知覺顧客前期購買意願 zh_TW dc.subject (關鍵詞) schema en_US dc.subject (關鍵詞) employee’s positive affective displays en_US dc.subject (關鍵詞) social status en_US dc.subject (關鍵詞) pre-purchase intention en_US dc.title (題名) 由社會認知觀點探討顧客衣著與購買行為線索對員工正向情緒表達之影響 zh_TW dc.title (題名) Exploring the effect of customers’ clothing and purchase behavior cues on employees’ positive affective displays: the social cognition perspective en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 李有仁、張書勳、林俊成 (2010)。影音分享網站使用者意圖之研究。資訊管理學報，18，53-76。吳昕嶽 (2007)。新產品活動傳播對品牌權益與購買意願之影響 – 以Sony筆記型電腦(VAIO)為例。國立政治大學廣告研究所碩士論文。林俊瑩 (2009)。臺灣地區中小學教師主觀社會地位與階級認同之特性。教育與社會研究，19，43-81。蔡維奇、黃櫻美（2002）。員工情緒表達影響因素之研究—以鞋店銷售員為例。管理評論，21，67-84。錢玉芬（2007）。傳播心理學。台北縣：威仕曼文化。Adler, N.E., Epel, E.S., Castellazzo, G., & Ickovics, J.R. (2000). Relationship of subjective and objective social status with psychological and physiological functioning: Preliminary data in healthy white women. Health Psychology, 19, 586–592.Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: Areview and recommended two-step approach. Psychological Bulletin, 103, 411-423.Ashforth, B. E., & Humphrey, R. H. (1993). Emotional labor in service roles: The influence of identity. Academy of Management Review, 18, 88-115.Baron, R. M., & Kenny, D. A. (1986). The Moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51, 1173-1182.Bransford, J. D., & Johnson, M. K. (1973). Considerations of some problems of comprehension. In W. Chase (Ed.), Visual information processing. New York: Academic Press.Cha, S. E., & Edmondson, A. C. (2006). When values backfire: Leadership, attribution, and disenchantment in a values-driven organization. Leadership Quarterly, 17, 57−78.Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22, 16–27.Cialdini, R. B., Borden, R. J., Thorne, A. W., Marcus R., Freeman, S., Sloan, & L. R. (1976). Basking in reflected glory: Three (football) field studies. Journal of Personality and Social Psychology, 34(3), 366-375.Dasborough, M. T., & Ashkanasy, N. M. (2002). Emotion and attribution of intentionality in leader-member relationships. The Leadership Quarterly, 13, 615-634.Diener, E., Larsen, R.J., Levine, S. and Emmons, R.A. (1985) Intensity and frequency: dimensions underlying positive and negative affect, Journal of Personality andSocial Psychology, 48, 1253-1265.Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand and store information on buyers` product evaluations. Journal of Marketing Research, 28, 307319.George, J. M. (1991). State or trait: effects of positive mood on prosocial behaviors at work. Journal of Applied Psychology, 76, 299–307.Goodsell, C. T. (1976). Cross-cultural comparison of behavior of postal clerks towards clients. Administrative Science Quarterly, 21, 140-150LeBeau, L. S., Coats, E. J., & Hall, J. A. (2005). Nonverbal behavior and the verticaldimension of social relations: A meta-analysis. Manuscript submitted for publication.Lingle, J. H., & Ostrom, T. M. (1979). Retrieval selectivity in memorybasedimpression judgments. Journal of Personality and Social Psychology, 37, 180-194.Lloyd, D. G. (1992). Self- and Cross-Fertilization in Plants. II. The Selection of Self- Fertilization. International Journal of Plant Sciences, 153, 370-380Harvey, J. H., & Weary, G. (1984). Current issues in attribution theoryand research. Annual Review of Psychology, 35, 427-459.Head, H. (1920). Studies in neurology. London: Oxford Univ. 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