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題名：壽險業務員拒息歸因風格量表的發展與評量
書刊名：管理與系統
作者：鍾燕宜 引用關係／丁承 引用關係
作者(外文)：Chung, Yen-yi／Ding, Cherng G.
出版日期：2001
卷期：8:3
頁次：頁251-277
主題關鍵詞：拒絕；歸因風格；壽險業務員；信度；效度；Rejection；Attributional style；Insurance agents；Reliability；Validity
原始連結：連回原系統網址new window
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　　　　　在眾多職業群中，業務員遭受拒絕與挫敗屬較高的一群，尤其是保險業務員，而歸因風格會影響新進業務員的行為表現，因此，當我們期望更有效提昇新進業務員的績效，以及降低高流動現象時，瞭解其歸因風格實屬必要。本研究之目的即在於發展一套「拒息歸因風格量表」 (rejection attributional style scale; RASS)，用以衡量新進壽險業務員對於發生拒絕事件之歸因傾向。經由資深業務員的深度訪談、新進業務員的篩選題項測試、以及離職業務員的拒絕題項確認，我們編製出14項在業務情境中經常發生、影響業績且易生離職意念的拒絕事件之「拒息歸因風格量表」(RASS)，在分由兩群樣本施測下，透過10項拒絕事件，RASS之心理概念結構確可分為內在性、外在性、穩定性與普遍性四個心理特質，且內部一致性分析結果令人滿意。在效標關聯效度方，穩定性與普遍性、樂觀與悲觀歸因風格在自我效能、業務績效及離職傾向等三項效標上均獲得支持。另外，比較RASS與Seligman's歸因風格問卷在業務績效之效標效度上，更可發現RASS有明顯的提升，支持本研究以「拒絕事件」做為歸因對象的主張。因此，RASS不僅可做為探討新進壽險業務員歸因行為研究的工具，更可供實務經營者做為人員甄選與教育訓練之用。最後，本文分別就後續學術研究及實務管理提若干建議。
　　　　　Since attributional style has great influence upon the behavior of salespeople, it is necessary for the sales manager to understand the attributional style in order to improve the newly hired salespeople's performance and to attenuate the turnover rate. The purpose of this study is to develop a rejection attributional style scale (RASS) to evaluate insurance salespeople's attributional style concerning their being rejected in selling situations. Scale items based on rejection events were identified by in-depth interview and large-scale pretests. Cross-validation shows that RASS's psychological framework is composed of four attributional dimensions: internal, external, stability and globality, supporting the construct validity. Internal consistency is also satisfactory. Criterion-related validities are achieved since the attributional styles of stability, globality, and optimism/pessimism have significant correlations with self-efficacy, sales performance, and intention to leave. Compared with Seligman's ASQ, RASS has better performance validity. Based on the results obtained, RASS is highly recommended. The usefulness of the scale is discussed and suggestions for further study given.
期刊論文
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