博碩士論文 100421018 詳細資訊




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姓名 黃崇翔(Chung-Shiang Huang)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 探討不同前置因素對員工品牌行為之影響-以品牌認同為中介變項
(The effects of different antecedents and employees’ brand behavior-employees’ brand identification as mediator)
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摘要(中) 服務業在現今產業的發展中扮演非常重要的地位,而直接面對顧客的服務人員,其行為表現與服務內容便直接關係到企業給予顧客的印象以及再次消費的意願。另一方面,近年的研究開始指出員工本身對品牌所抱持的態度是影響其行為表現的重要因素,而員工與組織之間具有良好的心理契約,才能在服務過程中良好的傳遞品牌形象給消費者。因此,本研究整合了轉型領導、架構性及心理性賦權、品牌認同與品牌行為的文獻,建立一個系統性的品牌傳遞架構以探討何種機制影響員工品牌認同以及品牌行為。許多學者均強調分層以處理個體與組織層次資料間具有巢套的結構特性,故本研究以階層線性模型(HLM)驗證,結果證實在本研究所調查的服務業當中,組織層次的轉型領導及賦權機制,以及個人層次心理的賦權知覺,都經由個人層次員工品牌認同感的中介機制,對於塑造個人層次的員工品牌行為具有正面的跨層次效果。
摘要(英) The development of the Services industries plays a very important role in today’s world industries. For customer-facing staff, their behavior and services directly related to customers ‘ impressions. On the other hand, recent studies indicate that employees’ attitute for the brand is an important factor to affect their branding behavior, and the psychological fit between employees and organizations is also important in the process to deliver a good brand image to consumers.
Therefore, this study combines literatures in transformational leadership, structure and psychological empowerment, brand identity and brand behavior, establish a systematic framework to study what kind of mechanisms affecting employees’ own brand identification and brand behavior. Many researchers have suggested that one should differentiate organization data to individual and organizational levels, thus this study used hierarchical linear models (HLM) to explain the relationships within variables.
The results revealed that employees’ brand identification mediated:
1. Organizational level brand-oriented transformational leadership and employees’ brand behavior.
2. Organizational level structural empowerment and employees’ brand behavior.
3. Individual level psychological empowerment perception and employees’ brand behavior.
關鍵字(中) ★ 品牌服務業
★ 員工品牌行為
★ 員工品牌認同
★ 品牌導向轉型領導
★ 架構性賦權
★ 心理性賦權
關鍵字(英) ★ Service Brand
★ Employee’s brand identification
★ Employee’s brand behavior
★ Brand-oriented transformational leadership
★ Structural empowerment
★ Psychological empowerment
論文目次 摘要 i
Abstract ii
目錄 iii
表目錄 v
圖目錄 vi
一、緒論 1
1.1研究背景 1
1.2研究目的 1
1.3研究貢獻 5
二、文獻探討 6
2.1品牌認同與品牌行為 6
2.2品牌導向轉型領導 7
2.2.1轉型領導 7
2.2.2轉型領導的多層次觀點 8
2.2.3品牌導向轉型領導、品牌認同與員工品牌行為 8
2.3賦權的跨層次觀點 10
2.4架構性賦權、品牌認同與員工品牌行為 12
2.5心理性賦權、品牌認同與員工品牌行為 13
2.6完整研究架構 14
三、研究方法 15
3.1研究對象與樣本發放 15
3.2變數衡量 16
3.2.1員工品牌認同 16
3.2.2員工品牌行為 16
3.2.3品牌導向轉型領導 16
3.2.4員工架構賦權 17
3.2.5員工心理賦權 17
3.3分析方法 19
四、資料分析 21
4.1敘述性統計與相關分析 21
4.2信效度及共同方法變異分析 23
4.3階層線性模型與迴歸分析 27
4.3.1虛無模型 27
4.3.2假設一驗證 27
4.3.3假設二驗證 29
4.3.4假設三驗證 31
五、結論與建議 33
5.1研究發現 33
5.2與實務相關之策略意涵 36
5.3研究限制與建議 37
參考文獻 39
附錄一 主管問卷 47
附錄二 員工問卷 49
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指導教授 李憶萱(Yi-Hsuan Lee) 審核日期 2013-7-26
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