外表吸引力對跨性別親暱服務關係強度影響之研究

The Effect of Physical Attractiveness on Relationship Strength of Cross-Gender Intimate Service

邱光輝(Kuang-Hui Chiu) ； 吳碧珠(Pi-Chu Wu)

《商管科技季刊》 10卷1期 (2009/03) Pp. 91-115

https://doi.org/10.30083/CMQ.200903.0003

摘要

本研究旨在探討服務業中，顧客與服務者跨性別一對一親暱接觸之關係強度。以美髪業爲對象，問卷調查法，根據327份美髪服務者的資料，研究發現顧客與美髪師同性別間的關係強度未若跨性別之顧客與美髪師關係強度來得顯著，進一步分析男顧客與女美髪師之關係強度構面中，其可信任性極爲顯著，女性顧客對男美髪師則在忠誠度構念顯著。但在加入外表吸引力此一調節變數之後則顧客性別及服務人員性別之主要效果並不顯著，顯示外表吸引力確實爲重要之調節變數。亦即，外表吸引力在跨性別親暱關係上具重大之影響。

關鍵字

關係強度 ； 親暱關係 ； 信任 ； 可信任性 ； 善意 ； 承諾 ； 顧客忠誠 ； 跨性別 ； 外表吸引力

並列摘要

This study aims to discuss the relationship strength of the one-to-one cross-gender's intimate contact between the customer and provider in the service industry. The survey instrument was distributed to the customers of hair-dressing stores. Three hundred twenty-seven questionnaires were responded. This study finds that the relationship strength between customer and hairdresser with same gender is not as significant as the relationship strength between customer and hairdresser with cross-gender. And then, the dimensions of the relationship strength between male customer and female hairdresser are analyzed further, the result shows that the level of credibility is extremely significant. However, female customer's loyalty towards male hairdresser is significant. After adding the moderating variable, physical attractiveness, the main effect is insignificant, showing that physical attractiveness is indeed an important moderating variable with the major impact on cross-gender intimate relationships. In other words, physical attractiveness had important impacts on Relationship of cross-gender intimate.

並列關鍵字

Relationship Strength ； Intimate Relationship ； Trust ； Credibility ； Benevolence ； Commitment ； Customer Loyalty ； Cross-gender Dyad ； Physical Attractiveness

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