臺灣博碩士論文加值系統

本論文主要探討女性酒促人員的外表吸引力、銷售推薦戰術與逢迎戰術對於顧客購買意願之影響。在過去的研究多著重於一般銷售人員對於銷售量影響的研究，但幾乎沒有任何文獻研究女性酒促人員的相關因素對於購買意願的影響性。本研究的目的是希望研究女性酒促人員的外表吸引力、銷售推薦戰術與逢迎戰術等自變項，透過顧客正向心情的中介效果，對於顧客購買意願是否會有直接之影響。

本研究是以結構方程模式與路徑迴歸分析為主要測量與分析的方法，透過測量與分析去了解女性酒促人員的外表吸引力、銷售推薦戰術與逢迎戰術對於顧客購買意願之影響。依照研究的結果顯示女性酒促人員的外表吸引力、銷售推薦戰術與逢迎戰術對於顧客正向心情的確是有正向顯著的影響；而透過顧客正向心情對於顧客購買意願也有正向顯著的影響；另外，銷售推薦戰術則會直接正向顯著的影響顧客購買意願。

透過此研究結果可以了解，若各酒類生產公司與行銷公關公司可以妥善與適當運用女性酒促人員的外表吸引力、銷售推薦戰術與逢迎戰術，對於顧客的正向心情與購買意願是有直接及正向的影響。針對此項議題的研究，可以協助各酒類生產公司與行銷公關公司重新擬定與調整該公司在女性酒促銷售人員的銷售策略，並加強相關銷售技巧的教育訓練，以讓該公司產品的銷售業績可以有直接與顯著的成長。

This thesis studies principally how the semblance attraction, recommended sales strategy, and flattery strategy of alcohol promotion girls influence the customer’s purchase intention. The previous research reports study mostly how promotion workers influence the sales volume, but it’s not easy to find the document that researches the influence about the related elements of alcohol promotion girls on the customer’s purchase intention. Through the intermediary effect of the customer’s positive mood, the main object of this thesis is to research if the independent variables such as the semblance attraction of alcohol promotion girls, recommended sales strategy and flattery strategy can influence the customer’s purchase intention directly.
The analysis methods used in this thesis are the structural equation pattern and path regression analysis. And the research result reveals that the semblance attraction of alcohol promotion girls, recommended sales strategy and flattery strategy have the definite influence on the customer’s positive mood. Both the customer’s positive mood and recommended sales strategy influence the purchase wish directly.
According to the research result, if alcohol production companies and marketing public relations firms can handle and use the above three skills appropriately, they will have good influence on the customer’s positive mood and purchase wish. Hopefully this thesis can help all alcohol production companies and marketing public relations firms remake and readjust their sales strategies on alcohol promotion girls, and strengthen the education and training of related sales skills, in order to enhance the sales volume noticeably.

書名頁..................................................i
審定書.................................................ii
授權書................................................iii
摘要...................................................iv
ABSTRACT................................................v
誌謝...................................................vi
目錄.................................................viii
表目錄..................................................x
圖目錄................................................xii
第一章 緒論............................................1
第一節 研究背景與動機..................................1
第二節 研究目的與問題..................................5
第二章 文獻探討........................................7
第一節 銷售人員........................................7
第二節 外表吸引力......................................9
第三節 銷售推薦戰術...................................11
第四節 逢迎戰術.......................................14
第五節 顧客購買意願...................................16
第六節 顧客正向心情的中介角色.........................18
第三章 研究設計與方法.................................20
第一節 研究架構.......................................20
第二節 研究假設.......................................21
第三節 變數定義、衡量、與問卷設計.....................22
第四節 抽樣方法與施測程序.............................30
第五節 資料分析檢定方法...............................32
第四章 研究結果與分析.................................37
第一節 樣本資料結構分析...............................37
第二節 敘述性統計分析.................................44
第三節 信度與效度分析.................................49
第四節 結構方程模式與路徑分析結果.....................56
第五節 模型假設檢定結果...............................68
第五章 研究結果與建議.................................74
第一節 研究結論.......................................74
第二節 研究貢獻與管理意涵.............................79
第三節 研究的限制.....................................86
第四節 未來研究的建議.................................87
參考文獻...............................................89
附錄一：研究問卷......................................102

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