美學勞務、正向情感與行為意圖之研究－以ZARA為例

Aesthetic Labor, Positive Affect and Behavior Intention: An Example of Fashion Store ZARA

余沛玟(P.W. Yu) ； 楊濱燦(B.T. Yang)

《紡織綜合研究期刊》 29卷3期 (2019/07) Pp. 52-68

https://doi.org/10.6439/TTRJ.201907_29(3).0009

摘要

在競爭激烈的服務產業中，第一線服務人員是企業與消費者之間接觸的橋樑，其亦決定了服務品質的優劣。近年來，企業會透過規範員工之外貌、儀容等外在條件來吸引與影響消費者，並透過第一線服務人員的美學勞務表現，來傳遞服務與企業形象，因此，美學勞務在企業經營實務上存在著重要的地位。本研究以便利抽樣方式抽取311位在ZARA服飾店逛街購物的消費者為樣本進行調查。研究結果顯示，美學勞務之美學特質、美學要求、服務接觸會直接影響行為意圖。研究結果亦顯示，美學特質、美學要求、服務接觸會透過正向情感，進一步正向影響行為意圖。此外，本研究於文後進一步提出經營實務與後續研究之建議，以提供管理者與研究者參考。

關鍵字

美學勞務 ； 正向情感 ； 行為意圖

並列摘要

In the highly competitive service industry, the salesclerks at first line are the bridge between the company and the customers. They also determine the service quality. In recent years, companies standardize the salesclerks through their appearance, clothes, and so on, in order to attract and influence the customers. The companies communicate the service and corporate image to the customers by using salesclerks' aesthetic labor as well. Therefore, aesthetic labor has an important position in business practices. To clarify the relationship among aesthetic labor, positive affect and behavior intention, 311 customers from fashion store ZARA are being extracted, and convenience sampling is used in this study. The result shows that the aesthetic characteristic of aesthetic labor will directly positive affect behavior intention. The aesthetic requirements of aesthetic labor will directly positive affect behavior intention. The service contacts of the aesthetic labor will directly positive affect behavior intention. The aesthetic characteristic of aesthetic labor will, through positive affect, further positive affect behavior intention. Aesthetic requirements of aesthetic labor will, through positive affect, further positive affect behavior intention. Service contacts of aesthetic labor will, through positive affect, further positive affect behavior intention. In addition, the study further proposed advices for business practice and further research for managers and researchers as consultation.

並列關鍵字

Aesthetic labor ； positive affect ； behavior intention