零售業銷售人員的組織認定和組織公民行為之關聯性分析－以組織 認同為中介變項

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黃也凡(Yeah-fan Huang) 查詢紙本館藏

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人力資源管理研究所

論文名稱

零售業銷售人員的組織認定和組織公民行為之關聯性分析－以組織認同為中介變項
(A Study on the Relationship among Organizational Identity, Organizational Identification, and Organizational Citizenship Behavior, Organizational Identification as the Mediating Variable.– Case for the Sales People in Retail Industry in Taiwan)

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摘要(中)

在大部份的零售業裡，第一線的銷售人員是創造營收的主要來源。在台灣，
零售業的第一線銷售人員年紀普遍較輕，且打工族、派遣人員等定期契約人員占
大多數，給人不穩定的感覺，故常會看到年輕族群不耐操、零售業流動率高等報
導。因此如何有效的使部屬在角色內及角色外行為上投入更多心力，提昇其績效
及組織效能，一直是企業界所關注的。本研究目的在探討不同的構面對於銷售人
員產生角色外行為（即組織公民行為）的影響，希望能做為企業界在制定針對銷
售人員的招募甄選和訓練與發展時的參考。

本研究主要以台北、桃園和高雄地區的便利商店及大賣場之第一線銷售人員
為問卷調查的對象。總計發出250 份問卷，扣除無效問卷54 份，最後獲得有效
問卷為196 份，有效問卷回收率為78.4%，發放時間為2013 年4 月至5 月底。
研究發現在不同構面的情況下，組織認定對於組織公民行為具有顯著的影響，顯
示主效果是成立的。而若加入的組織認同做為中介變項之後，則因不同的構面組
合產生了完全中介、部分中介以及無中介效果等結果。整體而論，若希望銷售人
員能產生角色外的行為，就必須讓其對於組織產生一定程度的認同感。

本研究主要貢獻在於嘗試驗證組織認同可做為組織認定與組織公民行為之
中介變項，且獲得了部分證實。同時也針對了地區性的便利商店和大賣場提供了
針對銷售人員的招募甄選或訓練與發展時的思考方向。

摘要(英)

The first-line sales persons create the highest revenue in most of the retail industry.In Taiwan, these people are normally younger generation, and most of them are part-time workers or dispatch workers. This trend gives the society an instable impression. Lots of news reports even mention this generation are unendurable, the retail industry is always on high floating ratio.There is, how to encourage employees
provide more efforts on both in-role and ex-role behavior to increase the organization performance and efficiency is always a big issue in the business world.
The purpose of this study was to provide some consultations of the effects on OCB from different variables to the corporations in establishing recruiting and training
principles. The sampling sources of the study were mainly from the first-line sales people of the convenient stores and supercenters in Taipei, Taoyuan, and Kaohsiung. Totally
released 250 questionnaires, 54 invalid, 196 valid, effective response rate 78.4%, from early April to end of May. We found there was a significant relationship between
organizational identity and organizational citizenship behavior in different variables. It supports the main effect of the study. There were full mediation effect, partial
mediation effect, and non-mediation effect, when organizational identification played the mediation role. Overall, corporations must have its sales people to increase their degree of organizational identification, in order to exert the organization citizenship behavior.
This study contributes that organizational identification plays the mediation role
of organizational identity and organizational citizenship behavior, and have been
verified practically. Also it provides consultations to local convenient stores and
supercenters in drawing up recruiting and training principles.

關鍵字(中)

★ 組織認定
★ 組織認同
★ 組織公民行為
★ 零售業
★ 銷售人員

關鍵字(英)

★ Organizational identity
★ organizational identification
★ organizational citizenship behavior
★ retail industry
★ sales people

論文目次

摘要 ............................................................................................................................ i
Abstract ..................................................................................................................... ii
誌謝 .......................................................................................................................... iii
一、緒論 ................................................................................................................... 1
二、文獻探討 ........................................................................................................... 3
2-1 組織認定 .................................................................................................... 3
2-2 組織認同 .................................................................................................... 5
2-3 組織公民行為 ............................................................................................ 7
2-4 組織認定與組織公民行為 ........................................................................ 9
2-5 組織認定與組織認同 ................................................................................ 9
2-6 組織認同與組織公民行為 ...................................................................... 10
2-7 組織認同之中介效果 .............................................................................. 11
三、研究方法 ......................................................................................................... 12
3-1 研究架構 .................................................................................................. 12
3-2 研究變項之操作型定義及測量 .............................................................. 12
3-2-1 組織認定 .................................................................................... 12
3-2-2 組織認同 .................................................................................... 13
3-2-3 組織公民行為 ........................................................................... 13
3-2-4 個人屬性變項 ............................................................................ 14
3-3 研究對象和抽樣方法 .............................................................................. 14
四、研究結果 ......................................................................................................... 15
4-1 敘述統計性分析 ...................................................................................... 15
4-2 因素分析 .................................................................................................. 16
4-2-1 組織認定量表 ............................................................................ 16
4-2-2 組織認同量表 ............................................................................ 18
4-2-3 組織公民行為量表 .................................................................... 19
4-3 信度分析 .................................................................................................. 22
4-4 相關分析 .................................................................................................. 23
v
4-5 迴歸分析 .................................................................................................. 24
4-5-1 組織認定對組織公民行為的影響 ............................................ 25
4-5-2 組織認定對組織認同的影響 .................................................... 26
4-5-3 組織認同對組織公民行為的影響 ............................................ 29
4-5-4 組織認定、組織認同對組織公民行為的影響 ........................ 30
五、結論與建議 ..................................................................................................... 32
5-1 研究發現 .................................................................................................. 32
5-1-1 組織認定─團隊美德與創新構面，對於組織公民行為─主動
積極與組織導向構面的影響 .............................................................. 32
5-1-2 組織認定─團隊美德與創新構面，對於組織認同─正向認同
與負向認同構面的影響 ...................................................................... 33
5-1-3 組織認同─正向認同與負向認同構面，對於組織公民行為─
主動積極與組織導向構面的影響 ...................................................... 33
5-1-4 加入中介效果之後自變項與依變項各構面彼此間之影響 .... 34
5-2 管理意涵與建議 ...................................................................................... 34
5-3 研究限制與後續研究建議 ...................................................................... 35
參考文獻 ................................................................................................................. 37
附錄一 ..................................................................................................................... 41
附錄二 ..................................................................................................................... 42

參考文獻

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指導教授

鄭晉昌(Jin-chang Jheng)

審核日期

2013-7-29

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