衣冠楚楚或匠心獨具？ 業務銷售人員之衣著的刻板印象效應

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题名:	衣冠楚楚或匠心獨具？業務銷售人員之衣著的刻板印象效應 Dressed Formally or Ingeniously Stereotype Effect of Salesperson's Attire
作者:	關童升
贡献者:	國際貿易學系
关键词:	刻板印象刻板印象威脅相似吸引力效應信任汽車銷售
日期:	2023
上传时间:	2023-08-01 09:36:28 (UTC+8)
摘要:	刻板印象(Stereotype)是一個重要的心理學名詞，人們的行為與決策很容易受到刻板印象的影響。目前尚無發展將刻板印象的理論從心理學轉移到商學領域當中的應用。本研究選擇汽車銷售為研究情境，主要探討「刻板印象」及「刻板印象威脅」對消費者購買行為的影響，聚焦在銷售業務人員的外在形象管理。所謂刻板印象指的是：消費者是否存在一種主觀的認知，認為銷售汽車的業務員應該有一個特定的樣子。所謂刻板印象威脅指的是：消費者是否擔心銷售人員會因為其自身穿著、容貌等反方向被評價。本研究以問卷方式獲得數量化的資訊，再以結構方程模型(SEM)進行分析。共計242位受訪者參與此次研究。本研究一共討論三項主題：（1）消費者主觀認知汽車銷售員刻板印象的思維模式對購買意願的影響。（2）在此種刻板印象的情境之下，刻板印象威脅程度的高低是否也扮演著調節的效應。（3）著正裝與否，再此研究的情景之下是否會形成對各種假說之間的調節效應。本研究主要的研究發現：在汽車此種高單價的產品購買情境當中，消費者存在著相當高的刻板印象效應。研究結論可提供銷售人員作為行為準則。 Stereotypes are an important psychological concept, and people's behaviors and decisions can be easily influenced by them. Currently, there has been no development in applying the theory of stereotypes from psychology to the field of business. This study selects car sales as the research context, mainly discussing the influence of "stereotype" and "stereotype threat" on consumer purchasing behavior, focusing on the external image management of sales personnel. Stereotype refers to whether consumers have a subjective perception that the salesperson who sells cars should have a specific appearance. The so-called stereotype threat refers to whether consumers are worried that salespersons will be evaluated in the opposite direction based on their own clothes and appearance. In this study, quantitative information was obtained through questionnaires and analyzed using structural equation modeling (SEM). A total of 242 respondents participated in this study. Three topics are discussed in this research: (1) Consumers' subjective perception of the influence of car salesperson's stereotyped thinking mode on purchase intention. (2) In this kind of stereotype situation, whether the level of stereotype threat also plays a moderating effect. (3) Whether wearing formal clothes or not will have a moderating effect on various hypotheses under the circumstances of this study. The main research findings of this study have found that consumers are significantly influenced by stereotypes when purchasing high-unit-price products such as automobiles. The research conclusions can provide sales staff with a code of conduct.
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