「美學」近年來持續受到各界廣泛討論與重視並普遍地運用在管理與行銷領域之中,由於所帶來的經濟效益不容小覷,且跳脫一般傳統重視產品功能、規格、價格的經營理念,讓身陷價格紅紅海戰中的經營者窺見一絲曙光;再者現今市場上相對強勢的品牌及商品其產品設計行銷的概念上都不難發現美學的蹤跡。而與美學所相關的研究報告也如雨後春筍般湧出,儼然成為時下最新穎的商學院顯學。然而真正的「美」應該是由內而外發散的,在當下研究多著重於外在美學商品包裝與設計之際,本研究欲從組織內部來探討美學之於員工潛移默化的效果。藉由組織內部的「美學行銷訓練知覺」來加強員工「有質感的工作表現」並以「工作投入」為干擾因子,進一步了解三者之間交互作用關係。 本研究使用階層迴歸分析,研究結果顯示「美學行銷訓練知覺」對於企業員工「工作質感」有顯著差異,且「工作投入」確實有干擾效果,成立之假說有三:「禮儀美學」訓練對「工作質感中的愉悅和諧」有顯著影響,且「工作投入中的自動自發因子」有干擾之效果;其次「禮儀美學」訓練對「工作質感的滿意吸引因子」有顯著影響,且「工作投入中的工作自律」產生干擾效果;最後,「感官美學」訓練對「工作質感的滿意吸引因子」有顯著影響,「工作自律」居中扮演干擾因子。本研究結果盼能對組織美學領域添加研究新範圍,同時也能提供欲實施組織美學訓練之企業作為課程編制的參考方向。 關鍵字:美學、美學行銷訓練、工作質感、工作投入
Recently the word of “Aesthetics" has raised the attention widely in the field of marketing and management due to the huge economic benefits it brings. The application of aesthetics also helps to discover a brand new way of marketing to escape the restriction from regular product features such as price, function and specifications. Therefore; it is obviously that the element of aesthetics has strong connection with product conceptual, product design and marketing strategy. Marketing research reports also takes “Aesthetics” as an innovative topic. However, while most of the present studies focus on external product design and package, the aim of this study intends to discuss the aesthetics from organization inside, from its training process, and its possibility effect toward employees. The study is designed to figure out how “aesthetic marketing training perception” to enhance employees' “quality sense” and "job involvement" acts as mediator in order to learn about the interaction between these three factors. Through hierarchical regression analysis, the results showed that “aesthetic marketing training perception” has a significant effect on “quality work performance” and here “job involvement" does have a moderating effect. With respect that the result of this study can bring organization aesthetics research a new material for ongoing study and provide a reference direction for those organizations plan to implement corporate aesthetic into training course. Keywords: Aesthetics, Aesthetic marketing training, Quality sense