觀光珠寶零售業銷售人員目標導向影響因素關聯分析

The Impact Relation Analysis of Goal Orientation of the Tourist Jewelry Retailing Salespersons

10.6338/JDA.201406_9(3).0007

陳國雄(Kuo-Hsiung Chen)；陳信宏(Hsin-Hung Chen)；顏瑞美(Jui-Mei Yien)；吳姿采(Tzu-Tsai Wu)

目標導向 ； 決策實驗室分析法 ； Goal Orientation ； DEMATEL

Journal of Data Analysis

9卷3期（2014 / 06 / 15）

187 - 206

繁體中文

本研究係以觀光珠寶零售產業為研究對象，探討其目標導向因素間之因果關係。本文以文獻整理方式與專家問卷方式整理出有關觀光珠寶零售產業銷售人員目標導向的三個構面以及十三個準則。接著進行問卷發放，調查對象為該產業中十九位資深銷售人員，以決策實驗室分析法探討因素間之因果關係。研究結果顯示，趨避目標導向會影響其他構面。同時，學習目標導向構面下之發展工作能力及執行較高要求工作、表現目標導向構面下之表現比同事好、趨避目標導向構面下之避免能力不足會影響其他準則。最後將相互關聯性及影響性進行評量，並依據評估結果提出改善建議及策略。

The tourist industry is becoming more important and providing huge contribution to Taiwan economic growth. Tourist jewelry retailing management will use the strategies of goal orientation to increase sales. The purpose of this study is to explore the causal relationship among the goal orientation of tourist jewelry retailing. Three dimensions and 13 critical factors are considered through literature review and the data are collected via expert-interview survey released to 19 senior sales representatives. Then the DEMATEL method is applied to create a system structural modeling of goal orientation for jewelry retailing salespersons. The results show that avoidance goal orientation will influence other dimensions. So management must consider how to use avoidance goal orientation that draws up the strategies of marketing.

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