銷售人員之職業道德知覺與人格特質對工作績效之影響—以直銷業為例

The Effects of Work Ethic Perception and Personality Trait on Job Performance--- An Example of Direct Selling Industry

李怡萱(Yi-Hsuan Li)

指導教授 ： 吳美連

中原大學/商學院/企業管理學系/碩士(2008年)

https://doi.org/10.6840/cycu200800248

摘要

根據世界直銷聯盟的統計及行政院主計處的資料，可知直銷產業對世界、台灣經濟有舉足輕重的影響。民國八十一年正式實施的公平交易法中將多層次傳銷事業納入管理，訂「直銷管理辦法」，使得市場有規範遵循且可穩定發展，為多層次傳銷找到發展空間並帶動新的業者加入，目前已成為一種重要的「行銷通路」。故本研究以直銷產業為樣本，檢視銷售人員職業道德知覺、人格特質與其工作績效之關係，以瞭解若銷售人員使顧客知覺到的服務品質、價值、信任或承諾良好，是否其工作績效也會好。再者，探討用以瞭解何種特質者較適合從事直銷產業，以減少企業增員與浪費教育輔導的人力成本與金錢，進而對企業的領導管理工作、人才甄選與招募等提出建議，期望能幫助國內企業解決目前流動率高居不下的問題，並使銷售人員在工作效能上發揮其綜效。

本研究除了進行相關文獻的探討外，亦透過問卷調查的方式進行實證研究，以便利抽樣方式，以銷售人員與其顧客配對方式，針對銷售人員發出320 份問卷，回收193 份，有效問卷145 份，銷售員問卷及其配對之顧客問卷有效樣本回收率為75％。經由統計分析之後，歸納出下列重要的研究結論：
一、銷售人員人格特質之外向性、經驗開放性、職業道德積極付出皆與其認知本身工作能力的提升有顯著正相關，而親和性則與其認知本身工作能力的提升為負相關。二、銷售人員之職業道德積極付出知覺則與其認知本身工作態度的提升有顯著正相關。三、銷售人員人格特質之外向性與消費者再購意願有顯著正相關，而教育程度則與消費者再購意願為負相關。

最後，本研究根據研究所得之結果，作深入討論並給予員工、企業及後續研究者相關建議。

關鍵字

職業道德知覺 ； 人格特質 ； 工作績效

並列摘要

According to the information of World Federation of Direct Selling Association and Department of Statistics of the Executive Yuan, the growth of the direct selling industry has significant impact on the world economic. The 1992’s Fair Trading Act put “the Regulation of Direct Selling” into practice which regulates the multilevel marketing and attracts many new businesses into this industry. In doing so, the direct selling industry has grown even faster and became an important marketing channel.
(Fair Trade Commission, 2005)
Mainly, this study focused on the direct selling industry. The purpose of the study was to examine the relationship among perception of occupational ethic, personality traits, and job performance. Our assertion was that sales’ awareness of service quality, product value, trust and commitment would correlate with their job performance. Furthermore, sales with certain personality trait would correlate the job performance also.
The research is conducted through the exploration of relative literature and adopted by questionnaire survey method. The researcher distributed 320 questionnaires by direct distribution or by mail, and obtained 145 valid responses. The findings are listed below:
1. There are significant positive relations among salesman’s personality of Extraversion, Openness to Experience, Dedication to Occupational Ethics, and Increase of Work Capability.
2. There are significant positive relations between salesman’s Dedication to Occupational Ethics and Increase of Occupational moral dedication and positive work attitudes.
3. There are significant positive relations between salesman’s personality of Extraversion and the customer’s repurchase inteintion, but there are significant negative relations between the level of education and repurchase intention.
This paper then provided discussion of results and offered practical suggestions and implications based on the results.

並列關鍵字

Job Performance ； Perception of Occupational Ethic ； the Big-Five

參考文獻

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