本研究的主要目的,在探討服務人員心情與顧客服務接觸時,對顧客購買決策和再購意願的影響。其中服務人員會因心情的不同,改變其使用情緒勞務和真實情緒表達行為,因此使顧客感受服務人員情緒真誠度的不同,而採取相對應的購買行為。 本研究延伸過去的研究,探討服務人員心情與顧客購買決策、再購意願的關係,結果顯示當服務人員有處於正向心情時,會提高顧客再購意願,而處於負向心情時,便會降低顧客的再購意願;另外,當服務人員心情好時,有易於表現深層偽裝和真實的情緒,並降低表層偽裝行為;然而在心情差時,易於表現表層偽裝行為,進而研究也發現,當服務人員表現表層偽裝行為時,較易使顧客感到服務人員的不真誠,而降低再購意願,至於服務人員的真實情緒表達或是表現深層偽裝時,對顧客感知服務人員的情緒真誠度較無影響。
The primary purpose of this article was to investigate salesperson’s mood have a large extent on a salesperson’s effectiveness in sales interactions. Data were collected from 120 customers in Taiwan. The results indicated that salesperson’s positive mood was strength the positive effects of salesperson’s deep acting and the expression of naturally felt emotions, but was strength the negative effects of salesperson’s surface acting, and salesperson’s negative mood was strength the positive effects of salesperson’s surface acting. The study also indicated that salesperson’s surface acting have negative effect with customer perceived employee’s authenticity and customer perceived employee’s authenticity have positive effect with customer repurchase intention.