自2007年以來，智慧型手機蓬勃發展，以致各個產業均強化行動化解決方案，本研究將以中國大陸直銷產業為研究目標，針對直銷產業在中國大陸面臨到的新機會與困難，廣大的銷售機會與直銷銷售員素質、銷售績效之影響，擬提出行動學習方案以改善之。因此，本研究將分兩階段：第一階段將以中國大陸直銷業者作為實證性研究對象，使用問卷方式，對導入行動學習(mobile learning)方案後進行信效度分析，以瞭解行動學習是否對銷售績效有正向影響。研究結果顯示直銷產業在導入行動學習後，將可對銷售績效產生效益。第二階段則以行動學習設計與雛型實作，依據不同的情境建立雛型系統並對300位直銷銷售員進行測試，測試結果發現，使用行動學習方案的直銷銷售員比使用傳統一般電腦的直銷銷售員成效有顯著的提升，此研究證明行動學習方案可在直銷行業內提升直銷銷售員素質，並提高商品銷售的正確性。

The rise of smart phones from 2007 has stimulated various industries to develop mobile solutions to improve and solve past problems relating to the inaccessibility of information systems. This study used the direct marketing industry in Mainland China as the research subject. It aimed to understand the new opportunities and challenges encountered by the direct marketing industry in Mainland China and to propose mobile learning solutions to improve the relationship among extensive sales opportunities, skills of salespersons, and sales performance. Therefore, this study was divided into two phases: in the first phase, the study targeted the direct marketing industry in Mainland China through empirical research, using questionnaires after introducing mobile learning to analyze their validity and reliability with regarding to observing whether the mobile learning had a positive impact on sales performance. Research in this phase concluded that sales performance benefited from the introduction of mobile learning into the direct marketing industry. In the second phase, mobile learning solution was used as the means for implementing mobile solutions. Based on different user oriented scenario which was designed in the research, a prototype was designed and built for 300 salespersons. After those salespersons used and to be tested, the test results showed that sales performance for salespersons that used mobile learning solution was significantly higher compared to those who used traditional personal computers solution for sales efforts. This demonstrates that the use of mobile solutions in mobile learning improved sales quality in the direct marketing industry and increased the accuracy of merchandise sales.

目錄

中文摘要 .................................................I
英文摘要 ................................................II
目錄    ................................................III
表目錄  ..................................................V
圖目錄  .................................................VI
第一章  緒論	1
第一節 研究動機	1
第二節 研究問題與目的	7
第三節 論文架構	9
第二章  文獻探討	10
第一節 直銷的定義	10
第二節 銷售績效	10
第三節 適應性銷售對銷售績效之影響	11
第四節 影響適應性銷售之因素	13
第五節 學習導向對適應性銷售	14
第六節 行動學習定義與設計	16
第七節 行動學習方案對銷售績效之影響	18
第八節 行動化方案、適應性銷售對銷售績效之影響	18
第九節 情境設計法	19
第十節 直銷業行動學習方案之設計	21
第三章 研究方法與假設	23
第一節 研究方法	23
第二節 研究假設模型架構	26
第三節 問卷設計與資料收集	28
第四節 資料來源、範圍、內容與篩選	29
第五節 資料分析與計算：信效度分析	31
III
第六節 系統設計方法：情境設計	34
第四章  假設模型研究分析與結果	36
第一節 信效度分析	36
第二節 研究結果	41
第五章  行動學習方案設計與檢驗	45
第一節 行動學習方案設計理念	45
第二節 行動學習方案設計之目標	46
第三節 行動學習方案情境與流程	49
第四節 行動學習方案介面設計	60
第五節 雛形開發	62
第六節 研究結果	66
第六章  結論與建議	77
第一節 研究成果	77
第二節 後續研究建議	80
參考文獻	82
附錄	88

表目錄  
表3.1  Chang & Lee (2015a)研究與本研究樣本之差異	24
表3.2  行動學習假設模型和各個構面參考文獻列表	28
表3.3  信度之評估指標	31
表3.4  適合進行因素分析之評估指標	32
表3.5  收斂效度之評估指標	33
表3.6  整體模式適配度指標	33
表4.1  Cronbach’s α信度分析結果	36
表4.2  構面 KMO 取樣適合性檢定和Bartlett 球面性檢定	38
表4.3  各構面之信度分析	38
表4.4  Chang & Lee (2015a) 研究與本研究問卷之差異	43
表5.1  一般設計與成功設計的案例比較	48
表5.2  直銷銷售員測驗項目	67
表5.3  平均分數統計表	72
表5.4  平均日點擊次數統計表	73
表5.5  平均測驗分數之獨立樣本t檢定結果	74
表5.6  平均日點擊次數之獨立樣本t檢定結果	75

圖目錄
圖1.1  全球直銷市場各地區營業額百分比	2
圖1.2  2014年中國大陸直銷企業數	3
圖1.3  行動化、客戶行為分析、大數據時代演進	5
圖1.4  新科技對現代化直銷產業的效益	6
圖1.5  行動學習建立直銷產業願景	6
圖3.1  研究方法流程	25
圖3.2  本研究假設模型架構	27
圖3.3  問卷施測程序	30
圖3.4  問卷回收流程	31
圖4.1  實驗設計AMOS SEM分析結果	37
圖5.1  企業行動學習方案設計架構	50
圖5.2  行動學習方案架構	51
圖5.3  情境設計與頁面流程：直銷銷售員	56
圖5.4  情境設計與頁面流程：講師	58
圖5.5  情境設計與頁面流程：直銷公司管理者	59
圖5.6  行動學習方案功能模組圖	59
圖5.7  行動軟體介面設計原則	62
圖5.8  登入使用者介面	62
圖5.9  註冊使用者介面	63
圖5.10 產品影片分類頁	63
圖5.11 最新消息通知信件匣	64
圖5.12 產品銷售頁	64
圖5.13 客戶訂單查詢	65
圖5.14 銷售訓練工具	65
圖5.15直銷銷售員受測與驗證流程	66

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