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中文論文名稱 理財專員人格特質、銷售技巧及其績效之研究──以台灣某商業銀行為例
英文論文名稱 Financial consultants Sales Force Performance as a Function of Individual Personality Difference and Selling Behavior – An Empirical Study of a Commercial Bank in Taiwan
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration
學年度 98
學期 2
出版年 99
研究生中文姓名 李英豪
研究生英文姓名 Ing-Hao, Lee.
學號 797610192
學位類別 碩士
語文別 中文
口試日期 2010-05-29
論文頁數 71頁
口試委員 指導教授-趙慕芬
委員-李雅婷
委員-孫儷芳
中文關鍵字 理財專員  人格特質  銷售技巧 
英文關鍵字 Financial consultants  Personality  , Selling Behavior 
學科別分類 學科別社會科學管理學
中文摘要 本研究綜合理財專員績效的人格特質論與銷售行為論,除了探討績效優秀理財專員之關鍵性人格源本特質外,並嘗試整理出不同人格特質類型的業務員,及其適配之銷售行為模式。
在人格特質之分析上本研究採用Costa & McCrae的五大人格模型測量表,在銷售技巧之分析上採用Joseph et al所整理的人際關係的技巧、銷售能力的技巧、專業的技巧之量表、而工作績效為實際年度營收達成率,並以台灣某商業銀行之理財專員為研究對象,利用分發問卷的方式讓理財專員進行自我評量,問卷結構分為人格特質、銷售技巧與人口統計變項及個人行銷背景資料。有效回收 204 份問卷,透過統計軟體 SPSS 的操作得到初級資料,做分析探討。
研究結論顯示,五大人格特質:親和性、勤勉正直性、外向性、情緒穩定性與開放學習性的關鍵性人格特質中,以勤勉正直性對理財專員之績效表現,具有顯著性差異,在三種銷售技巧中,人際關係的技巧、銷售能力的技巧、專業的技巧以銷售能力的技巧、專業的技巧對理財專員之績效表現,具有顯著性差異
本研究以某個案銀行理財專員為研究對象,探討個人的人格特質、銷售技巧,並說明理財專員在工作績效上的差異,以瞭解不同人格特質、銷售技巧對工作績效的影響,希望能研究出徵選理財專員之人力資源相關方法,以提供人力資源部門在獵才、規劃與管理的實務運用。
英文摘要 Synthetically research based on the theories of personality traits and behavior patterns of sales force, this study tries to investigate the key personality indicator that differentiate the effectiveness of sales forces,. It also attempts to induce a fit model between the personality indicator and the selling behaviors
The measures used here for personality traits are the Costa &McCare Big Five Model and the analysis for sales techniques are focused on parameters sort out by Joseph et al. The research collects self-testing questionnaire completed by sales force. The questionnaire includes survey on personality, selling behavior/techniques, statistics deviation and personal marketing background data.
The number of effective questionnaires is 204 and using the SPSS statistic program to receive the basic data for further analysis.
The analysis conclusions indicates that among the Big Five Modle (Agreeableness、Conscientiousness、Extraversion、Emotional Stability and Openness to Experience), the Conscientiousness plays a significance role for the sales performance. And among three sales skills that are interpersonal skills, salesmanship skills and technical skills, salesmanship skills and technical skills show significance difference on performance achievement.
The research object is to confer the relationship between personality and selling behavior in order to explain the difference of performance. Further to develop recruiting methods that can be used by human resource function to adjust their practice on recruiting, resource planning and staff management.
論文目次 目 錄





目錄 ---------------------------------------------------------------------------------------- I
表次 ---------------------------------------------------------------------------------------- III
圖次 ---------------------------------------------------------------------------------------- IV
第一章 緒論 -------------------------------------------------------------------------- 1
第一節 研究背景與動機------------------------------------------------------ 1

第二節 研究目的 --------------------------------------------------------------- 3
第三節 研究範圍與對象- ---------------------------------------------------- 4
第四節 研究流程 ----------------------------------------------------------------5 第二章 文獻探討 -------------------------------------------------------------------- 6
第一節 財 富 管 理 業 務 ----------------------------------------------------- 6
第二節 人格特質 --------------------------------------------------------------- 8
第三節 銷售技巧 ----------------------------------------------------------------14
第四節 適應性銷售 ------------------------------------------------------------ 20
第五節 工作績效 --------------------------------------------------------------- 23
第三章 研究方法 -------------------------------------------------------------------- 26
第一節 研究架構與假說 -------------------------------------------------------26
第二節 研究對象------------------------------------------------------------------ 28
第三節 研究變項之操作性定義------------------------------------------------29
第四節 抽樣設計--------------------------------------------------------------------34
第五節 資料分析方法--------------------------------------------------------------35






第四章 資料分析與結果 ----------------------------------------------------------- 36
第一節 問卷信度分析 ---------------------------------------------------------36
第二節 敘述性統計分析 ------------------------------------------------------- 37
第三節 差異性分析---------------------------------------------------------------40
第四節 相關分析------------------------------------------------------------------47
第五節 迴歸分析 ---------------------------------------------------------------48
第六節 假設驗證結果 -----------------------------------------------------------51
第五章 結論與建議 ----------------------------------------------------------------------52
第一節 研究結果分析 ----------------------------------------------------------52
第二節 管理意涵-------------------------------------------------------------------55
第三節 研究限制-------------------------------------------------------------------57
第四節 後續建議-------------------------------------------------------------------58
參考文獻 -----------------------------------------------------------------------------------59
一、中文部份 -----------------------------------------------------------------------------59
一、英文部份 -----------------------------------------------------------------------------61
附錄:研究問卷 ------------------------------------------------------------------------- 67


表 次
表 2-2-1 國內、外研究者對人格特質定義之彙整表 -------------------- 9
表 2-2-2 五大人格特質典型特徵的彙整表 ----------------------------------- 12
表 2-3-1 銷售技巧的分類 - - - - ------------------------------------------------- 16
表 2-5-1 工作績效定義之彙整 -------------------------------------------------- 24
表 3-3-1 五大人格特質題目分配 ----------------------------------------------- 29
表 3-3-2 銷售技巧題目分配 --------------------------------------------- 32
表 4-1-1 人格特質與銷售技巧量表信度分析 ------------------------------ 36
表 4-2-1 受訪者資料 - - - - - - - - - - - - ----------------------------------------------- 38
表 4-2-2 五大人格特質及銷售技巧變項之描述性分析 ------------------ 39
表 4-3-1 獨立樣本T檢定-性別 ----------------------------------------------- 40
表 4-3-2 獨立樣本T檢定-婚姻 ----------------------------------------------- 40
表 4-3-3 差異分析-年齡 - - - - - - - - - ----------------------------------------------- 41
表 4-3-4 差異分析-教育程度 - - - - ----------------------------------------------- 42
表 4-3-5 差異分析-總工作年資-- - ----------------------------------------------- 43
表 4-3-6 差異分析-理專年資-- - - - - ----------------------------------------------- 44
表 4-3-7 差異分析-每日工作時間------------------------------------------------ 45
表 4-3-3 差異分析-五大人格特質------------------------------------------------ 46
表 4-4-1 五大人格特質與績效間之相關分析--------------------------------- 47
表 4-4-2 銷售技巧與績效間之相關分析 --------------------------------------- 47
表 4-5-1 五大人格特質、銷售技巧與績效間之迴歸分析----------------- 49
表 4-6-1 研究假說驗證結果彙總表 ------------------------------------------- 51


圖 次
圖 1-4-1 研究流程 ------------------------------------------------------------------ 5
圖 2-3-1 銷售適應性架構 ------------------------------------------------------- 1 8
圖 2-4-1 適應性智慧 -------------------------------------------------------------- 20
圖 3-1-1 研究架構 ----------------------------------------------------------------- 26

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