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題名：人格五因素模式預測保險業務員銷售績效的效度─NEO-PI-R量表之跨文化檢驗與人際特質架構之實證探討
作者：沈聰益 引用關係
作者(外文)：Shen, Tsung-Yi
校院名稱：國立交通大學
系所名稱：經營管理研究所
指導教授：黃仁宏
學位類別：博士
出版日期：2003
主題關鍵詞：人格；五因素模式；銷售績效；保險業；權力距離；個人主義；跨文化；Personality；Five-Factor model；NEO-PI-R；Big Five；Sales Performance；Life Insurance；Power Distance；Procrustes Rotation
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人格五因素模式近年來獲得許多研究的支持，跨文化的檢驗也初步證實普遍適用性。NEO-PI-R人格量表即量測此五因素：神經質、外向性、開放性、友善性及嚴謹性。然而部分亞洲樣本的研究結果，卻呈現外向性和友善性兩個有關人際互動的維度，有混雜交錯的情形。本文針對保險業務員進行實證研究，發現人格結構的因素分析型態，重現了這種混雜交錯的情形。進一步從人格特質與銷售績效的相關分析中，發現以「支配性」和「愛」命名的人際特質建構方式，具備較佳的準則相關效度與收斂效度。有關人格五因素模式在跨文化檢驗中，人際特質層面的歧異及其文化意涵，有必要進行審慎的研究與探查，在實證應用直接擷取人格五因素做為預測變數時，更需要注意此方面細緻的差異。
從本研究中發現，有效能的銷售業務員具備高嚴謹性與高支配性的特質。如果以原量表設計的外向性做為預測變數，則外向性與銷售績效的關係薄弱。我們以上述實證結果的差異，詮釋人際特質的簡單結構模式和圓平面結構模式的關係。此外，西方國家與亞洲國家的跨文化差異，也提供對上述結果的解釋，尤其是文化維度中的權力距離分數和個人主義分數差異。
Five-factor model of personality had gain supports from many studies in recent years. Preliminary evidences in cross-cultural inspection also confirmed its generalizability. The Revised NEO Personality Inventory was designed to measure the Big Five: Neuroticism, Extraversion, Openness, Agreeableness and Conscientiousness. However, in some studies of Asian samples, there was a commingling problem between Extraversion and Agreeableness, the two interpersonal dimensions. The present study of life insurance salespeople did replicate such commingling problem in the pattern of factor structure. Further analyses of correlations between personality and sales performance show that they are more valid in both criterion-related validity and convergent validity when interpersonal factors were structured and labeled as Dominance and Love instead of Extraversion and Agreeableness. The differences in interpersonal dimensions of the five-factor model of personality that had been explored under cross-cultural circumstances should be examined prudently, especially when using the Big Five as predictors in empirical research.
According to this research, effective salespeople score high in both Conscientiousness and Dominance. While Extraversion as a predictor as its original design, there is a weak relationship with sales performance. The results were taking into consideration in interpreting simple structure model and circumplex model of interpersonal traits. Moreover, cross-cultural differences between western countries and Asian countries also offer an explanation on the results, especially those culture differences about Power Distance and Individualism.
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