業務人員的性別特質對顧客購買決策的影響~以保險櫃銷售員為例

The influences of gender characteristics, gender stereotyping, and gender segregation of occupations on customer purchase decision – taking of strongbox industry as examples

廖桂梅(Liaw Guey-Mei)

指導教授 ： 謝俊宏

國立臺中科技大學/商管學群/事業經營研究所/碩士(2009年)

摘要

本研究旨探討業務人員的性別特質、性別刻板印象、性別職業區隔對顧客購買決策的影響。以質性研究為主，以保險櫃產業為研究範圍，進行30份的街頭隨機訪談，統計後與文獻探討進行比對，設計問卷作為深度訪談的依據。深度訪談的研究對象係以同時具有購買住家型與商用型保險櫃之經驗的顧客，男性及女性若干名，透過描述性分析，與前述文獻探討與初步訪談結果相互驗證後，獲致以下結論：

一、性別特質部分女性在「親和力、細心、易與顧客拉近距離、使顧客較無戒心，易引起客戶的憐憫心」之特質明顯高於男性，但這些特質只會增加與顧客見面接觸的機會，並不一定會直接影響到顧客的購買決策；男性在「擅思考及有條理、過於理智、個性乾脆、會讓步、(言語)表達溝通上不拘小節、可以罵、方便殺價、方便拒絕、交易過程無壓力」，與「自誇的、主觀、不喜被否定」，以及「比較經得起挫折」等特質的展現明顯高於女性，並且會影響顧客的購買決策。

二、性別刻板印象中兩性分野明顯的「專業知識」、「專業性」方面，男性優於女性，但是否為「機械類」的產品或產業並不會造成差別。

三、性別職業區隔部分，顧客一致認為業務工作是屬於「男性(化)工作」，而其所經歷過的兩性業務人員人數比例當中，男性高於女性，但卻有逾半數的受訪者支持女性擔任此項工作；保險櫃的業務人員除了專業知識之外，給予顧客的「信任感」為影響顧客購買決策最大的因素，此項特質女性的表現亦明顯優於男性。

關鍵字

性別特質 ； 顧客購買決策

並列摘要

The purpose of this research is to examine the influences of gender characteristics, gender stereotyping, and gender segregation of occupations on customer purchase decision. Qualitative research is the main research method with strongbox industry as the scope of research. Total of 30 random interviews on street were conducted. Compiled information was compared with literature reviews and questionnaire was designed to serve as the basis of in-depth interview. The research objects of in-depth interview are some male and female customers with experiences in purchasing home and commercial strongboxes. Through descriptive analyses and two-way verification between above mentioned literature reviews and initial interview contents; the following conclusions are obtained:

1. Gender characteristic of “affinity, attentive, easy to establish rapport with customer, get rid of customer’s alertness, easy to arouse customer’s commiseration” of female is apparently higher than male. But, all these characteristics only increase the chances to get in touch with the customers with uncertain direct influence on customer’s purchase decision. On the other hand, the characteristics in male such as “good and systematic thinking, excessive rational, straightforward, easier in concession, being not attentive to details in verbal communication, willing to be reproved, convenient to bargain, convenient to refuse, stress less deals” and “blow own trumpet, subjective, not delighted to be denied” and “comparatively easier to deal with setback” and other characteristics are apparently higher than female. All these characteristics do affect the purchase decision of customer.

2. In terms of gender stereotyping, the distinctive differences between the genders are the aspects of “professional knowledge” and “professionalism” which the male are better in these. But, there is no any difference when this applies on “non-machinery type” products or industries.

3. In gender segregation of occupations, customers identically think that sales work is a “male/masculine work”. There are more male than female among all the salesperson that the interviewed customers met. But, there is more than half of the total number of interviewees show support to female in taking up sales work. In addition to professional knowledge, “trust” that a strongbox salesperson gives to customer is the main factor in influencing customer purchase decision. Female salesperson shows obvious better performance than male salesperson in this characteristic.

並列關鍵字

gender characteristics ； customer purchase decision

參考文獻

周惠莉（2003）。五大人格特質、性別角色與轉換型領導關聯性之研究。私立中原大學企業管理研究所碩士論文。

朱蘭慧（2003）。男性性別角色刻板印象形成與鬆動之研究。國立臺灣師範大學家政教育研究所碩士論文。

王月喬（2002）。貨櫃船上的性別政治：女船副職場之處境。高雄醫學大學性別研究所碩士論文。

Kimmel,M.S.（2003）.”Introduction”to MEN’S LIVES, edited by Michael Kimmel and Michael Messner, 6th edition, Boston：Allyn and bacon,2003.,p.xv.

陳月娥（2001）。勞動市場職業性別隔離決定性因素之研究。國立臺灣大學國家發展研究所博士論文。