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題名:銷售人員服飾與顧客價格敏感度關係之研究
作者:謝庭華 引用關係
作者(外文):Hsieh,Ting-Hua
校院名稱:大葉大學
系所名稱:管理學院博士班
指導教授:毛筱艷
學位類別:博士
出版日期:2011
主題關鍵詞:銷售人員服飾價格敏感度公司形象專業能力工作投入salesperson’s dressprice sensitivitycorporate imageprofessional expertisejob involvement
原始連結:連回原系統網址new window
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  過往文獻指出,有形因素是顧客購買決策的關鍵因素,本研究有形因素指的是,公司及產品的有形因素是否可延伸到銷售人員之有形因素,而此尚未有實證上的解答。本文旨在瞭解銷售人員有形因素之一的服飾穿著對消費者的價格敏感度的影響,為了解其間關係,本文進而檢測公司形象,專業能力及工作投入三個變數的中介效應。
  本研究以服飾業及飯店業之消費者為研究對象,由5名經訓練之商管博士生為訪問員進行人員訪問,飯店業 280位、服飾業222位共502份消費者進行訪談問卷,並從現有文獻中影響顧客敏感度之顯著因素:性別、年齡、教育程度及收入當作控制因素,以階層迴歸分析期間之影響關係,並對研究假設進行檢測,其結果如下:
  (1)銷售人員穿著服飾之整齊與清潔度會影響顧客的價格敏感度,然而穿著制服與非制服對價格敏感度並無顯著差異。(2)銷售人員穿著服飾之整齊與清潔度對公司形象且進一步對價格敏感度關係上存有顯著之中介效果。(3)銷售人員穿著服飾之整齊與清潔度與顧客對銷售人員專業能力且進一步對價格敏感度關係上存有顯著之中介效果。(4)銷售人員穿著服飾之整齊與清潔度與顧客對銷售人員之工作投入且進一步對價格敏感度關係上存有顯著之中介效果。
  研究結果之實務建議及後續研究建議亦在本文中陳述。
  Previous literature indicated that physical factor was a one of the critical factors in affecting consumer purchasing decision-making. The physical factor refers to company’s physical appearance and product. However, the physical factors associated with salesperson have not been studied and the relationship between physical factors of sa-lesperson in terms of salesperson’s dress and consumer’s price sensitivity is still remained unclear.  Therefore , the objectives of this study examined the relationship between salesperson’s dress and customer’s price sensitivity and further, to specify this relationship the mediating effects of corporate image, salesperson’s professional exper-tise and job involvement were also included 280, 222 customer’s each from clothes in-dustry and restaurant were selected and totally 502 interviewees were interviewed by 5 trained interviewers. Sex, age, educational attainment and income were taken as con-trolled variables based on past literature and the hierarchical regression was used in testing the research hypotheses.
  The empirical results are as follows:
The neatness of salesperson’s dress (either cleanness, tidiness or both) is signifi-cantly effecting to customer’s price sensitivity regardless uniform or informal dress.
There is a mediating effect within the neatness of salesperson’s dress, customer’s perception towards corporate images, and price sensitivity of customers.
There is also a mediating effect within the neatness of salesperson’s dress and cus-tomer’s perception towards salesperson’s expertise, and price sensitivity of customers.
The mediating effect is existed within the neatness of salesperson’s dress and cus-tomer’s perception towards job involvement of salesperson, and price sensitivity of customers.
Finally based above mentioned empirical results, the managers all implications and the suggestions for further study are also discussed.
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