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題名：制服專業化效應之研究
作者：謝淑惠
作者(外文)：Shu-Hui Hsieh
校院名稱：中國文化大學
系所名稱：國際企業管理研究所
指導教授：謝安田 博士
學位類別：博士
出版日期：2010
主題關鍵詞：制服；專業；預期服務品質；認知風險程度；依賴；購買意願；服務的專業程度；uniform；professionalism；expectation of service quality；level of perceived risk；dependence；purchase intention；level of service professionalization
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近代的中大型企業中，員工制服已成為一個普遍的現象，許多企業不惜投入可觀的資金來製作制服，許多制服銷售業者宣稱制服可使顧客感覺員工是專業的，並有助於銷售。有些文獻指出制服可使互動對象感到「勝任」、「信賴」及「安全」，也有些文獻指出制服可使人推論穿著者的能力。從上述這些各類制服的研究結果可合理的懷疑制服似乎具有提高他人對穿著者相關專業能力認知的作用，所以本文第一個研究目的為探討制服與消費者認知服務人員專業程度間的關係。由於員工的能力與預期服務品質、認知風險程度及雙方的從屬關係(主導與依賴)間都可能有顯著的影響，所以本文第二個研究目的為探討探討消費者與服務人員間的從屬關係、預期服務品質與認知風險是否為消費者對服務人員的專業認知與購買意願間的中介因子。另外由於消費者在服務專業程度高低不同的情況下消費行為有顯著差異，所以本研究第三個研究目的為探討不同的專業程度的服務對制服專業化效應的干擾效果。本研究透過便利抽樣的方式，以準實驗法進行實證。共共發出615份問卷，有效問卷為579份，無效問卷為36份，其中有制服部份問卷為240份，無制服部份問卷為339份。本研究結果發現:1.服務人員穿制服比未穿制服更能提升消費者對服務人員的專業認知。2.制服所提升消費者對服務人員的專業認知可透過預期服務品質及依賴來顯著提高消費者的購買意願。3. 服務的專業程度干擾「對服務人員專業認知與依賴」及「對服務人員專業認知與認知風險程度」間的關係。高專業服務比低專業服務更能增強消費者對服務人員的專業認知與依賴間的正向關係。高專業服務比低專業服務更能增強消費者對服務人員的專業認知與認知風險程度間的負向關係。
In recent times, employee uniforms have become prevalent in medium and large corpo-rations. Many corporations devoted considerable capital to producing the uniforms, and many uniform manufacturers assert that uniforms can make clients feel that employees are professional, which is then beneficial to sales. Some studies shows that uniforms can make others feel that one is capable, trustworthy, and safe. Other studies shows that uniforms can make one deduce the wearer’s abilities. From these studies about uniforms, it is reasonable to suspect that uniforms seem to have the effect of elevating the percep-tion of other people about the wearer’s professional ability. Thus, the first objective of this study is to explore the correlation between uniforms and the perception of service provider’s professionalism by consumers. Since there may be significant effects caused by service provider’s abilities on expected service quality, level of perceived risk, and the subordination relationships (power and dependence), the second objective of this study is to explore the mediating effect of the subordinate relationships, expected ser-vice quality, and level of perceived risk between perceptions of professionalism and purchase intentions. Additionally, since consumers show significant differences in con-sumption behavior depending on high and low levels of service professionalism, the third objective of this study is to explore the moderating effect of services with different levels of professionalism on the professionalizing effect of uniforms. This study uses convenience sampling with a quasi-experimental method to engage in empirical study. 615 questionnaires were distributed, 579 were valid, 36 were invalid. Of which, 240 questionnaires involved uniforms, and 339 did not. Results of this study show: First. Service provider who wear uniforms can significantly elevate the perception of profes-sionalism by consumers than service provider who do not wear uniforms. Second. Per-ception of service provider’s professionalism, elevated by uniforms, can be used to in-crease consumer’s purchase intention through expected service quality and dependence. Third. The level of service professionalism moderate the relationship between “percep-tion of service provider’s professionalism and dependence” and “perception of service provider’s professionalism and level of perceived risk.”
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