文化大學機構典藏 CCUR:Item 987654321/29989
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    題名: 銷售人員人格特質與品牌特質之契合度對工作績效之影響
    The Impact of the Fit of Salerspersons’ Personality Traits and Brand’s Traits on Job Performance
    作者: 王書渝
    Wang, Su-Yu
    貢獻者: 國際貿易學系
    關鍵詞: 人格特質
    品牌特質
    工作績效
    personality trait
    brand trait
    job performance
    日期: 2015-06
    上傳時間: 2015-07-30 10:07:39 (UTC+8)
    摘要: 人格特質長期以來於人力資源運用上，多為參考或討論的範疇，參考過去許多文獻中，皆證明了人格特質將影響工作績效。因此，何種人格特質在工作上能有較好的表現便是企業在招募與甄選時所需考量的因素，且招募方式的效果與甄選工具的品質，對企業整體的人力資源具有相當深遠的影響。此外，在日常生活中，消費者一再經歷選擇產品品牌的過程，且銷售人員亦是在銷售過程中不斷的接受產品特質的薰陶，倘若產品特質與人格特質相互產生作用時，便可促使銷售過程中的互動產生正面影響，進而帶動工作績效正面的成長。
    本研究欲探討銷售人員的人格特質與品牌特質對績效是否有影響，因此，以Aaker之「品牌個性量表」與Costa and McCrae「人格特質量表」為基礎，設計關於產品品牌個性與消費者人格特質之問卷進行調查，並透過親送與電子問卷的發放450份，實際回收共420份。
    研究結果發現，當特質契合度越高，工作績效越高。
    The study of personality traits has been discussed and utilized in human resource. Based on historical studies, personality has been proven to effect job performance. However, what kind of personality traits at work can have better performance factors to consider is recruitment and selection required at the time of the business. Recruiting strategy and the quality of selection tools make a great impact on implementation of human resource strategies. Moreover, a variety of brands are full of everyone’s daily life and consumers are confronted continually by brand choose process. This study is attempted to investigate when sales promote products, the correspondence between brand traits and personality traits when consumers purchase different category products, whether has dissimilar correspondence relationship.
    Therefore, this research wants to clarify about the impact of personality traits of sales and brand traits on job performance. Design a questionnaire to investigate product brand, brand traits and personality traits, the questionnaire is on the basis of Aaker's "Brand Personality Scale" and Costa and McCrae’s "Five Factor Model". During the research, through the questionnaires were sent by way of personally and Internet to distributed the questionnaires for the investigate ways.There are 450 questionnaires and only take back 420.
    The result showed, when in higher level of personality traits and brand traits of fit are the job performance are higher.
    顯示於類別:[國際貿易學系所] 博碩士論文

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