由社會認知觀點探討顧客衣著與購買行為線索對員工正向情緒表達之影響

翁湘晴

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由社會認知觀點探討顧客衣著與購買行為線索對員工正向情緒表達之影響

Exploring the effect of customers’ clothing and purchase behavior cues on employees’ positive affective displays: the social cognition perspective

翁湘晴 , Masters　　Advisor：蔡維奇　　

繁體中文

基模；員工正向情緒表達；員工知覺顧客社會地位；員工知覺顧客前期購買意願； schema ； employee’s positive affective displays ； social status ； pre-purchase intention

Abstract │ Reference (43) │ Altmetrics

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According to social cognitive psychology, targets’ cues can arouse perceivers’ schemas, and then help perceivers to form an impression on the target person. This point of view can help explain the past related research on employee’s positive affective displays. According to the past researches’ research findings, customers’ clothing and behaviors have obvious effects on employees’ positive affective displays. Moreover, base on schema theory, customers’ clothing and purchase behavior cues are believed to arouse employees’ social status schema and pre-purchase intention schemas respectively, and make employees to have a perception on customers’ social status and pre-purchase intention, and therefore have different positive emotional expressions on different customers. Employees’ perception on customers’ social status and pre-purchase intention are believed to play mediator roles in those processes. 
    This study examined the 93 face-to-face interactions between employees and customers in the department store cosmetics section. Results showed customers’ clothing and purchase behavior cues are positively related to employees’ positive affective displays, as predicted. In other words, the more dignity the customer dressed or the more purchase behaviors he/she displayed, the more positive affective displays the employee showed. However, the mediator roles of employees’ perceptions on customers’ social status and pre-purchase intention were not found in the research. Over all, part of hypothesizes are predicted. The results have both theoretical and practical contributions to emotional expression research and social cognitive research.

Reference ( 43 ) 〈TOP〉

李有仁、張書勳、林俊成 (2010)。影音分享網站使用者意圖之研究。資訊管理學報，18，53-76。
連結：
吳昕嶽 (2007)。新產品活動傳播對品牌權益與購買意願之影響 – 以Sony筆記型電腦(VAIO)為例。國立政治大學廣告研究所碩士論文。
連結：
林俊瑩 (2009)。臺灣地區中小學教師主觀社會地位與階級認同之特性。教育與社會研究，19，43-81。
連結：
蔡維奇、黃櫻美（2002）。員工情緒表達影響因素之研究—以鞋店銷售員為例。管理評論，21，67-84。
連結：
Adler, N.E., Epel, E.S., Castellazzo, G., & Ickovics, J.R. (2000). Relationship of subjective and objective social status with psychological and physiological functioning: Preliminary data in healthy white women. Health Psychology, 19, 586–592.
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