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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题名:	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
作者:	黃也凡;Huang,Yeah-fan
贡献者:	人力資源管理研究所
关键词:	組織認定;組織認同;組織公民行為;零售業;銷售人員;Organizational identity;organizational identification;organizational citizenship behavior;retail industry;sales people
日期:	2013-07-29
上传时间:	2013-08-22 11:34:16 (UTC+8)
出版者:	國立中央大學
摘要:	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。 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.
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