中山管理評論

  期刊全文閱覽

中山管理評論  2017/6

第25卷第2期  p.399-441

DOI:10.6160/2017.06.04


題目
美學行銷訓練知覺對員工工作質感表現之影響-以工作投入為干擾變數探討
The Effect of Aesthetic Marketing Training toward Quality Sense – Moderating Variable on Job Involvement
(136_M5a1f8e26c34c3_Full.pdf 1,169KB)

作者
劉仲矩、羅奐妤/國立臺北大學企業管理學系、國立臺北大學企業管理學系
Chung-Chu Liu, Huan-Yu Lo/

Department of Business Administration, National Taipei University、Department of Business Administration, National Taipei University


摘要(中文)

本研究欲從組織內部探討美學之於員工潛移默化的效果。藉由組織內部的「美學行銷訓練知覺」加強員工「有質感的工作表現」並以「工作投入」為干擾因子,進一步了解三者之間交互作用關係。使用階層迴歸分析,研究結果顯示美學行銷訓練知覺的構面對於企業員工之工作質感有顯著差異,且工作投入確實有部分干擾效果,本研究結果盼能為組織美學領域添加研究新範圍,同時也能提供欲實施組織美學訓練之企業課程編制的參考方向。

(136_M5a1f8e26c34c3_Abs.pdf(檔案不存在))

關鍵字(中文)

美學行銷訓練知覺、工作質感、工作投入


摘要(英文)

The study is designed to figure out how “aesthetic marketing training perception” enhances employees' “quality sense” and “job involvement” acts as mediator in order to learn about the interaction between these three factors. Through hierarchical regression analysis, the results showed that the dimension of aesthetic marketing training perception has a significant effect on quality work performance and job involvement does have partial moderating effect. Hopefully, the result of this study can bring organization aesthetics research a new material for ongoing study and provide a reference direction for those organizations who plan to implement corporate aesthetic into training courses.

(136_M5a1f8e26c34c3_Abs.pdf(檔案不存在))

關鍵字(英文)

Aesthetic Marketing Training Perception, Quality Sense, Job Involvement


領域
General management

政策與管理意涵

美學是當今管理學研究的重要主題,美學的落實必須從員工的教育訓練著手,透過美學的訓練是否能提高員工的工作表現的相關研究較少,因此本研究目的在了解美學行銷訓練對員工工作質感表現的關聯性,並且以工作投入為干擾變項加以探討,也就是說當員工的工作投入程度較高時,美學訓練對工作質感能有更佳的表現。一般企業應用本研究結論所提之藝術美學訓練與禮儀美學訓練課程,可有效協助員工提升美學素養,進而展現工作質感。於藝術美學訓練中可安排藝術品、文學及電影賞析等活動,藉此增強員工素養,同時培養同事間的情感,進而提升績效;禮儀美學訓練的部分則建議安排口條、衣著搭配、用餐禮儀等訓練,藉以強化工作質感。結果顯示美學行銷訓練知覺對於員工工作質感有顯著影響,且工作投入確實有部分干擾效果,根據研究目的與結果提出管理建議與意涵。 有關本研究具體的建議如下:首先可由人力資源部門組成一個專案小組,分派成員與各部門溝通,收集欲達成工作質感之相關因素,來了解可能可以加強的部分;進而設計美學訓練相關課程。由於美學素養需要長期的薰陶,才能有潛移默化之效果,循序漸進,訂定可能的評估週期,定期檢討改進,如此應可在組織內部達到不錯的訓練成效。其次,創新的組織美學行銷訓練需高階主管支持,新的組織訓練方式也才能能持續,新的美學訓練計畫實施必然會經歷一段磨合期,各部門主管的想法也不盡相同,唯有透過高階主管的支持與居中協調溝通,才得以消弭彼此之歧見,建立共識,並獲得部門主管的支持,才能有足夠的資源持續推行。最後,組織美學行銷訓練對於工作質感所產生的目標仍須與組織目標結合才能真正產生綜效,組織美學行銷訓練之目標在於提升整體人員之美學素養,鼓勵員工投入,潛移默化的展現於舉手投足間;最終表現在內部行政人員溝通順暢愉悅;行銷業務人員對顧客發揮感染力,整理戰力的發揮,更確切的了解顧客需求,創造獨特美感的競爭優勢。


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