直销商的工作满意、组织承诺、自我效能与工作绩效-中华直销管理学会.PDFVIP

直銷商的工作滿意、組織承諾、自我效能與工作績效之相互 關係研究 楊兆棋 開南大學 企創所碩士生 raysmsglove1223@ 蕭君華 開南大學行銷系副教授 maehsaio@ 周文瓊 開南大學行銷系助理教授 joan44@ 1 摘要 直銷業適合所有大小的產業，從剛成立的公司到名列500 大財富的企業。本研究 提出工作績效影響因素的模式。影響因素有三個：工作滿意、組織承諾、和自我 效能，而工作績效是由兩方面來評估，直銷商自己及其主管。本研究總共回收 158份有效問卷，研究結果顯示出自我效能 對直銷商的工作績效有顯著的影響 （從自我評估及主管評估來看），而工作滿意只會影響直銷商的主管對其工作績 效的評估。本研究結果提供給研究者及直銷業者關於如何提升直銷商工作績效的 更進一步的了解。 關鍵字： 直銷商、工作績效、工作滿意、組織承諾、和自我效能 Abstract Direct marketing is practiced by business of all sizes –from the smallest start-up to the leaders on the Fortune 500. This study presents a causal model of job performance for direct marking salesperson. Three factors were under investigation: job satisfaction, organizational commitment, and self efficacy. Job performance was evaluated from two perspectives – the salesperson and his/her supervisor. There were 158 valid copies of questionnaires return. The results indicated that direct marketing salesperson’s self-efficacy significantly influenced his/her job performance from the evaluation of self and supervisor. However, job satisfaction only impacted job performance from the perspective of his/her supervisor. The research result provides researchers and practitioners with an in-depth understanding on the enhancement of direct marketing salesperson’s job performance. Key words: direct marketing, job performance, job satisfaction, organizational commitment, and self efficacy. 2 直銷商的工作滿意、組織承諾、自我效能與工作績效之相互 關係研究 壹、前言 直銷是二十一