本研究旨在探討國內外符合體驗經濟時代的品牌，透過文獻回顧與探討，整理出一個可由消費體驗發展品牌的架構，並以此架構進行個案分析與檢視，提出研究發現，提供想要由消費體驗發展品牌的廠商，作為自我檢視品牌發展之用；同時，作為品牌操作之實務運作可依循的方向，強化品牌發展之路。 本研究使用質性研究的多個案研究方法，選擇選取了國內外各兩家消費體驗的代表品牌為研究對象，進行深度的訪談，分別為法藍瓷、王德傳、美體小舖與無印良品四個品牌；並同時蒐集相關的次級資料進行彙整，最後，透過本研究架構進行個案的分析與比較，以了解其公司如何從消費體驗發展品牌的經營之道，並彙整出研究發現。 本研究發現乃藉由「由消費體驗發展品牌的觀念架構」，指出互動過程可透過體驗行銷策略模型之實務操作形成客戶消費體驗；透過顧客關係管理實務建立長期的品牌關係，而衡量關係準則可藉由關係密度與關係活動了解關係品實質以調整品牌互動的方式；最終使顧客感受品牌精神。並透過四個成功案例分析與印證，彙整發現與結論如下: 1. 品牌精神乃品牌經營之根本，需具備「獨特、真實、談論性高」之特質。 2. 品牌關係可透過顧客關係管理之行銷操作，以會員經營與管理為主，可使品牌行銷更精準有效率。 3. 客戶體驗可透過Schmitt(1999)體驗行銷策略之運用，發現: 3-1.體驗類型，感官、情感、思考、行動與關聯並非獨立存在，而是互相影響。 3-2.體驗類型首重感官之視覺刺激誘發情感體驗 3-3.客戶體驗影響品牌與顧客關係 3-4.客戶體驗首重情境式體驗與圖像式溝通 3-5.對體驗媒介之產品呈現方式(品質、設計與包裝等)最為重視 3-6.共同建立品牌之聯合行銷的方式最為常用，以補足較少的廣告行銷預算。 4. 品牌精神、品牌關係與客戶體驗之相互關係 4-1.需以全面觀點規劃與設計，三者兼備，缺一不可。 4-2.三者關係需兼顧一致性與相互呼應 / The purpose of this research is to discuss the brand of Experience Economy at home and abroad. According to a literature review and research, we first developed a conceptual framework of brand development through consumption experience. Then, we analyzed and viewed successful cases based on this conceptual framework of brand development. Finally, we proposed findings. This research may help companies that want to develop brands through consumption to view brand development. At the same time, it is also a way to practice brand execution and may enhance brand development. In this research, we adopted a multi–case study method of qualitative research. We selected four brands at home and abroad in the case study: Franz, Wang De Chuan, the Body Shop, and MUJI. The analysis of these case brands was based on the primary material, which we obtained from in-depth interviews and from related secondary materials collected and archived from many ways. Finally, we analyzed and compared the four cases using this conceptual framework of brand development, and we made several discoveries. The study found that the interactive process can be applied in practice through the strategies of experiential marketing and can then be used to form customers’ consumption experiences, to develop long-term brand relationships through customer relationship management, to evaluate the relationship’s criteria through relationship activities, which can the be adjusted in brand-interactive manner; and to make the customer feel brand spirit finally. Above all else, we based our work on the conceptual framework of brand development through consumption experience. Below are the findings and conclusion from the analysis and proof of the four case studies: 1. Brand spirit is the base of brand development. It requires several features, such as unique, real, and intense discussion. 2. Brand relationships can let brand marketing be precise and effective through the practices of customer relationship management and member management. 3. Customer experience can be expressed through the strategies and execution of experiential marketing from Schmitt (1999). Below are discoveries: 3-1. An experience model describes the way we sense, feel, think, act, and relate. These reactions are independent but are interactive in their influence. 3-2. An experience model pays attention to stimulation from the sense of sight to induce feelings and experiences. 3-3. The customer experience affects the relationship between the brand and customer. 3-4. The customer experience emphasizes communication based on situation and picture. 3-5. Experience media emphasize product expression, e.g., quality, design, and packaging. 3-6. A marketing strategic alliance is usually used in order to keep a low budget for marketing. 4. What is the interactive relationship among brand spirit, brand relationship, and the customer’s experience? 4-1. The relationship of the three needs to be planned and designed using an indispensable overall concept. 4-2. The relationship of the three needs consistency to keep one another healthy.

企業社會責任(corporate social responsibility，簡稱CSR)的概念與實務發展在近年來已成為一門企業永續經營的顯學。本研究認為，有別於一般組織外部利害關係人的觀點，身為內部觀察者的員工身分具有特殊性，不僅較外部利害關係人更接近公司核心，亦有機會參與公司的企業社會責任政策制定與活動。因此，本研究旨在建構一研究模型，以員工觀點了解企業社會責任認知及企業志工參與對組織公民行為之影響過程與結果，包含探究員工對企業社會責任認知與企業志工參與程度是否與組織認同有正向影響？員工企業社會責任認知與組織認同是否為知覺外部聲望所中介？當員工組織認同提高時，是否增進其工作滿足、組織承諾、顧客導向？ 　　本研究以Kim et al.(2010)所提出的企業社會責任影響員工企業認同模型概念為基礎，並拓展員工可能展現的反應及工作態度構念，以便利抽樣法回收有效紙本問卷201份、有效網路問卷115份，共計獲得316份樣本。經由驗證性因素分析與結構方程模式(Structural Equation Modeling, SEM)分析後得出研究結論如下： 1.知覺外部聲望確實為企業社會責任認知程度與組織認同之中介變數，員工的企業社會責任認知程度對知覺外部聲望有正向的影響，而更進一步影響組織認同。 2.企業志工參與和組織認同具有正向關係，佐證當企業的社會責任相關活動能滿足員工的心理需求時，員工將會傾向認同該企業。 3.組織認同與顧客導向、工作滿足及組織承諾皆存有正向的影響關係。 4.顧客導向、工作滿足和組織承諾皆與組織公民行為有正向的影響關係，其中顧客導向和組織承諾的影響力皆大於工作滿足。 / The increasing development of corporate social responsibility has become a prevalent concern for business sustainability practices. In comparison to the viewpoint of outside stakeholders, employees play unique roles for their company for two reasons: (1) employees are closer to corporate core business (2) employees participate more easily in CSR activities and policy formulation. Therefore, this study aims to establish a model to understand how employees’ perceived CSR and participation in employee volunteer program (EVP) relate to their organizational citizenship behavior. This study also investigates whether perceived CSR and EVP participation has positive effects on organizational identification; whether perceived external prestige mediates the relationship between perceived CSR and organizational identification; and whether organizational identification acts as the antecedent of job satisfaction, organizational commitment and customer orientation. The model concept is based on the model of CSR and employee-company identification established by Kim et al. (2010), and modified by adding some employees’ attitude constructs. The survey, conducted by convenience sampling, consists of a total of 316 participants whose companies have EVP. Utilizing confirmatory factor analysis (CFA) and structural equation modeling (SEM), the results are as follows: 1.Perceived external prestige is a partial mediator between perceived CSR and organizational identification. Meanwhile, perceived CSR positively affects perceived external prestige, and perceived external prestige has positive relationship with organizational identification. 2.The relationship between EVP participation and organizational identification is positive, which means employees tend to identify with their company when they are mentally satisfied by CSR activities. 3.Organizational identification positively affects variables, such as customer orientation, organizational commitment and job satisfaction. 4.The attitude factors that positively affect employees’ organizational citizenship behavior include customer orientation, organizational commitment and job satisfaction. Further, the impact of customer orientation and organizational commitment are greater than job satisfaction.

膠囊玩具在引進台灣市場時，引起好一陣子的熱潮。有人曾預言膠囊玩具會不會如同蛋塔風潮，來得急，去得也快？近兩三年開始出現在街頭的扭蛋專賣店，說明了即使一窩瘋的熱潮不再，膠囊玩具依舊有其吸引人的地方。本研究主要便想探討膠囊玩具吸引消費者的原因所在，以及喜愛膠囊玩具的消費者又具備何種特性？ 本文研究架構包含消費者特性、中介變數、消費行為等三方的相互關係，其中消費者特性所包含的研究構面有人格特質、收藏行為、從眾行為與參考群體；而中介變數則包含消費體驗、顧客價值與知覺風險。本研究將利用問卷調查與統計分析，探討這些變數與膠囊玩具消費量和願付價格之關連性。 研究結果顯示，當消費者有外控人格特質傾向、利用收藏膠囊玩具增值、有深刻的情感性消費體驗、重視社會情感層面價值與不在意購買成本等特性，願意在單次消費中購買較多的膠囊玩具；而具有收藏增值行為、情感體驗深刻、不重視購買成本與知覺風險低的消費者，對於扭蛋有較高的願付價格。最後根據研究結論，提供膠囊玩具廠商實務上的建議，期以達到加強膠囊玩具消費行為的效果。 關鍵字：膠囊玩具、扭蛋、轉蛋、消費行為、消費體驗、顧客價值、消費價值、知覺風險、內外控人格、收藏行為、從眾行為、參考群體

在社群網路發展蓬勃的時代，各企業都要求行銷人員尋求在社群網路曝光最大化的方法。企業也渴望透過培養忠實顧客得到穩定的顧客關係;換句話說，企業無意識地在顧客參與度的方面進行著墨。除此之外，企業習慣於藉著整合(聯合)性行銷來增加企業曝光度以及減少行銷成本；但僅止於與利益關係夥伴的行銷而喪失了更進一步培養顧客關係的機會。在我們的研究中，我們發展了原創性的概念性架構去幫助企業完成三項目標：優化口碑行銷之可能性、發展顧客參與度、以及加強與合作夥伴整合性行銷的效益。本研究設計了顧客參與平台，提供企業以協助企業管理粉絲專頁、發展顧客參與度以及挑選適合的合作夥伴以進行整合性行銷。我們研究發現，內省意見領袖之顧客參與度與文章型態以及內容有顯著關係，他們較容易受到知識性文章內容所吸引；而一般Facebook使用者也容易因朋友分享文章而有更高度閱讀的意願。我們也藉由這些發現針對兩間企業進行聯合行銷的個案研討，成功提高其B2C2C在Facebook上的口碑行銷廣度和顧客參與深度。 / In view of the explosive growth of social network, businesses want their marketers to find ways to be more ad exposure. Furthermore, businesses desire to get loyal customer for sustainable customer relationship; in other words, businesses are interested in developing customer engagement, even if they do not realize that they are so. Besides, businesses used to increase their brand exposure and decrease marketing cost through integrated marketing, but merely cooperating with stakeholders lost opportunity to further cultivate customer relations. In this study, we develop an original conceptual framework to assist business to complete three objectives: locally optimizing eWOM likelihood, developing customer engagement, and enhancing effectiveness of integrated marketing with cooperation stakeholder. We design an engagement site to help businesses choose their cooperation stakeholders, manage their fan page and further engage their customers on their fan page through our services provided on engagement site. Our finding includes the insights of the significant engagement degree between the informative content article and introvert leaders, the introvert leader to arouse their friends’ interest by the article, the method to enhance B2C2C eWOM through the introvert leaders and the practices of cooperating campaign between two businesses on Facebook.

本論文研究專注於研究穿戴科技對於銀髮族遠距照護服務創新的可能性，利用系統思維與設計思維的研究方法來進行服務設計。研究問題設定為”一個罹患慢性病並獨自在家生活的銀髮族,如何自主健康生活，並能讓家人感到安心呢” 。透過顧客驅動價值共創的服務設計模型，確認利害關係人，並實際訪談利害關係人後深入分析使用者潛在問題及需求，以不同視角來找出創新的洞見。依據此洞見來發展可行的方案，並展開成為完整的服務系統，再將此服務系統雛型具體化產出後進行風險分析。最終的研究結果以商業模式草圖來呈現完整的商業模式。 / The aim of this thesis is to study the possibility of the wearable technology and to create a service innovation toward the tele-health for elders. The research method of the service design is based on the design thinking and the system thinking.We set up a hypothetical situation as follows: A solitary elder who has chronic diseases knows to how to manage her/ his life well without making the family worry. Through the service design models from the co-creation of the customer empowerment, we affirm the stakeholder at the beginning and then interview her/ him to get to know more about the needs and some main details. The purpose is to look for the insight into the innovation in different aspects. Based on this insight, we start a feasible plan and develop the integrity of the service design. Next thing we externalize the service design prototype and provide the follow-up risk assessment.As the final result, we use business model canvas to bring out the coherence and the integrity to our business models.

環顧國內，整體運動產業之發展，雖有稱作是運動休閒服務之產業，但大多都是傳統的商品販售模式，而非以價值交換為主的服務模式；而近年來在國內各項個人運動隨著穿戴式裝置開始風行之後，無論是慢跑、單車、三鐵等都非常盛行，也連帶著促進了整個運動產業的蓬勃發展。此外，團體球類運動一直以來都相當的風行，而且特別是當國家代表隊於國際賽事上有重大表現時，就會成為全民熱烈討論之話題，也往往會帶起一陣運動消費風氣；由此可見運動實為一個國家展現其國力的重要指標之一，但我國運動產業之發展卻不如歐美興盛。 本論文研究將專注在團體球類運動的服務設計，透過解決「如何讓團體球類運動者與其利害關係人，能夠更有效且便利的保存屬於他們的回憶。」這樣的設計問題，以達成顧客價值共創的系統與服務設計思維，分析其利害關係人、探索利害關係人可能之洞見、辨識系統中之可操作性資源、觀察其互動模式，藉此得出利害關係人之深入觀點，並進行解決方案之設計。 最終得到一個可營運的商業模式，並且可以在未來發展成為一個完整的運動產業生態系統，促進全民健康、提升運動技能、掀起全民運動之風潮；並且讓我國運動產業之發展，能夠追上世界各個已開發國家之運動產業水準。 / In Taiwan, although government defines “what is leisure sports service industry”, but these companies are all with traditional goods-dominate logic business models, not value-exchange service busiess models. These years, personal sport like Jogging, Marathon, Cycling, and Triathlon become very popular in Taiwan because of some modern wearable technology, also improving sports industry development. Team ballgame sports are always a hot topic and bring a shopping rise when our national teams play at international games. This implies that sport can be regarded as a key performance indicator for a country, but our sports industry development is not good as that of United States and Europe. This thesis focuses on team ballgame sports service design, trying to resolve the design challenge of “how to retain the memories of team ballgame players and their stakeholder’s with a more efficient and more convenient way”, in order to achieve customer value co-creative goal through system and service design thinking. Analyze stakeholders, explore stakeholders’ possible insights, identify system operant resources, and oberserve interactions to find out stakeholders’ Point-of-View, and then create the design solution. Throuth these processes, we will build up a feasible business model, and create a sports industry ecosystem in the future. This will improve people’s health, sport skills, and raise sport excerise trend to improve Taiwan’s sports industry development catching up world’s developed country.

本研究目的是從注意力恢復理論的觀點檢驗服務環境中的人際因素如何影響恢復體驗，進而帶給顧客注意力幸福感。人際因素有顧客小群體的人際融洽、其他顧客的相似性、外表及行為適當性、以及服務人員的服務友誼、顧客導向行為與銷售導向行為。本研究執行兩個研究，研究一將會透過量表建構過程發展一個恢復體驗量表，適用於享樂型人身處理或心理刺激處理類型的服務業，並得知恢復體驗的概念內涵與組成要素。研究二將檢驗恢復體驗的前因與後果，以及恢復體驗是否會中介人際因素與注意力幸福感之間的關係。研究一結果指出恢復體驗由內容迷戀、暫時逃離、動機相容、能力相容、活動新奇感與心流六個子構面組成，該量表共以21題衡量，並具有良好的信度、收斂效度、區別效度與外在效度。研究二結果指出服務環境中的人際因素會顯著的影響恢復體驗，而恢復體驗亦會帶來顧客的注意力幸福感，恢復體驗會完全中介人際因素與注意力幸福感之間的關係。根據研究結果討論理論、方法與管理意涵。在服務業情境的恢復體驗概念內涵比大自然情境多了過程迷戀面向，但是少了一致性面向。恢復體驗的前因應不只限於與大自然有關的實體因素而已，因為人際因素亦是恢復體驗重要的前因。恢復體驗與其子構面間的關係應被建模為反映型而非形成型。本研究提供服務業者指南，告知其如何透過人際因素的形塑與管理，帶給顧客注意力幸福感。由於小群體融洽相對於其他人際因素而言對顧客的恢復體驗影響較大，服務業者應將較多資源分配在管理顧客小群體上，並促成其產生小群體融洽。最後，提出研究限制與未來研究方向。 / The purpose of this research is to examine how interpersonal factors in service environment influence restorative experience, which in turn facilitates attention-related well-being of customers from the perspective of attention restoration theory. Interpersonal factors include small groups (i.e., interpersonal rapport), other customers (i.e., similarity, physical appearance, and suitability of behavior), and service providers (i.e., service friendship, customer orientation, and selling orientation). Two studies were conducted. Study 1 developed a scale of restorative experience applicable to hedonic service industry of people-processing or mental stimulus processing types. Also, the conceptual domain and components of restorative experience were discussed. Study 2 examined the antecedents and consequences of restorative experience and whether restorative experience mediates the relationship between interpersonal factors and attention-related well-being. The results of study 1 indicated that restorative experience is comprised of six dimensions- content fascination, escape, motivation compatibility, competence compatibility, novelty of activity, and flow. The new scale is measured using 21 items and has good reliability, convergent validity, discriminant validity, and external validity. The results of study 2 indicated that interpersonal factors in service environment significantly influence restorative experience, which in turn influences attention-related well-being. Restorative experience completely mediates the relationship between interpersonal factors and attention-related well-being. Theoretical, methodological, and managerial implications are discussed. Compared to natural environment, restorative experience in the service environment contains the dimension of process fascination but has no dimension of coherence. Since interpersonal factors facilitate restorative experience, the antecedents of restorative experience should not be confined to natural elements of physical environment as done in the past studies. The relationships between restorative experience and its sub-dimensions should be modeled as reflective, not formative. This research provides guideline for service marketers to manage and harness interpersonal factors and improve attention-related well-being for customers. Since rapport in customer small group has more influence than other interpersonal factors on restorative experience, service marketers should put more resource in managing customer small groups and facilitating rapport among members in customer small group. In the end, limitations and direction of future research are presented.

新品牌的崛起，一般的建議是1.建立起令人有豐富且深刻聯想的品牌識別系統；2.以強力的整合行銷傳播建立品牌高知名度，假以時日，就能成為強勢品牌。但以筆者多年擔任行銷顧問的觀察，按表操課的企業未必都能獲得成功，深究其原因，可發現從新品牌開始曝光，消費者就一直拿著放大鏡來檢視打造這個品牌的企業所有的一切作為，是否真的下定決心、義無反顧地想做好品牌。這篇論文正是研究企業究竟要做出什麼承諾，才有取信顧客，讓顧客心悅誠服願意建立關係。 本研究將品牌承諾定義為：「企業為打造品牌所做出重大投入或投資」，並認為品牌承諾的主要目的是為了將外部顧客鎖入內部，所以品牌承諾的作用就是促進顧客願意建立長久而穩定關係的意願。 由於品牌與顧客的關係是由一次次的接觸而建立起來，所以本研究由品牌接觸點切入，認為品牌接觸點就是顧客判斷品牌承諾可信與否的線索。並以關係意願取代購買意願來衡量顧客願意建立關係的強度，其原因為許多消費者在沒有能力消費某品牌前，可能已經成為該品牌的粉絲，這些粉絲常常為喜愛的品牌捍衛辨護，尤其在網際網路上。 本研究經實證分析得到以下的發現： 1.單一類型品牌承諾投入愈多，則顧客的關係意願愈高。 2.以品牌接觸點的觀點，將所有接觸點上的品牌承諾加總，承諾愈高，則顧客的關係意願愈高。 3.品牌印象會造成關係意願的顯著差異 4.品牌忠誠者的關係意願較未購買者高。

在微利的時代下，須從硬體的架構下發展無限的創意發展空間，從中衍生附加價值，而價值創造正式企業突破流血式競爭框架最佳的新思維模式。企業的經營模式已從量轉向質的發展，甚至從幫助顧客解決問題上，提供創新的價值，其可透過技術與人才的融合、平台與服務的整合、軟體與硬體的結合、機能與感性的統合，使組織活化、再造，展現出價值創造為導向的企業。 本論文將價值創造分為三類主要的意涵，企業可以從和顧客共創價值、和供應商及關係夥伴共創價值、以及為所生存的環境創造價值：整個價值網域是連動的關係，企業整合關係網絡夥伴，透過網絡能量的整合，創造無疆界的事業，以顧客需求出發，提供整合性的解決方案，創新顧客價值，且將眼光提升至整個大環境、大社會，以追求永續經營的環境來創造永續的企業。因此，企業透過顧客價值提供、企業價值創造、環境價值經營三個價值創造導向，突破產品與服務的疆界進而突破產業疆界，以創新者、整合者、促進者的目標邁進。企業可以價值創造為導向，以變革三部曲為轉型步驟，從策略再思考重新定義自身產業、重新思考企業的定位與方向，提早預見產業的未來發展，選擇與集中於本身的核心能力；並打造企業願景，擬定五到十年的中長期變革計畫，進行組織轉型；在變革管理中，建立企業一致的價值觀和企業文化，灌輸新內涵與新衝擊於企業文化中，給予對挑戰的生命力一記響鐘，藉以改變員工的行為與態度。本論文以六種經營模式，來呈現價值創造導向的日本企業轉型內涵，以變革三部曲為經，以價值創造導向為緯，舖成論文架構。 本論文個案的特色：Origin以提案經營結合專業研發能力與客製化的能力創新顧客價值；Shiseido以感性工程來探索顧客的感性品質結合其研發產品的物理品質來滿足顧客並讓顧客驚艷；Hitachi以解決方案提供者為人類打造新時代的生活基礎創造與人類生活息息相關的支援系統；NTT DoCoMo以跨平台整合服務創造整個通訊與生活的整合價值；Olympus的社會關懷務求使社會更為美好來創造產品與服務；Toyota的環保使命重新定義了汽車產業的未來。 對我國企業經營的啟示為跳脫代工製造的角色，以優異的製造、學習、設計能力，整合價值網絡，爲顧客提供整合性的解決方案；強調創新的突破與人才長遠的培育，整合多元性的資源，創造統知型的企業能力；跨越國際的疆界、打破事業的疆界，利用科技與感性的統合、管理與技術的統合、國內外創造力的統合，釋放組織活力，重新在世界舞台上定位。 / In this tiny profit era, we should develop infinite creative space from the hardware structure, and thus deriving added value. The value-creation is the best new thinking model for a business to break through the trap of a blooding competition. The business model has developed from quantity to quality, and even developed as creating new values by helping customers solving the problems. Also, a business can blend technology and talent, integrate platform and service, combine software and hardware, and merge functionality and sensation to vitalize and reengineer the organization to perform value creation orientation. The research categorizes value-creation orientation as three parts: a business can co-create value with customer, co-create value with value net, and create value for the environment. This value dimension is correlating: “a business integrates partners and creates a boundless business by the power of integrating value net. Driven by customer demands, a business provides total solutions and innovates customer values. Furthermore, a business enlarges his insight for the whole environment and the whole society to create a permanent business by pursuing a permanent environment.” Therefore, a business oriented by “value co-creation with customer”, “value co-creation with value-net”, “value creation for the environment” can break through the boundary of product or service as well the boundary of business, and achieve the goal of being an innovator, an integrator and an improver. A business takes 3 change steps as strategic rethinking, organizational transformation and change management. Strategic rethinking is to redefine the industry, rethink the positioning and direction of a business, to foresee the future development of the industry, and to select and concentrate the core competence. To establish a vision and make a mid- to long-term change plan(5~10 years) is to carry out an organizational transformation. In change management, we have to establish a consistent value and business culture, and install new intension and new strike to the business culture, so as to change the behavior and attitude of the employees. The research takes 6 business models to present Japanese business transformation oriented by value creation, which takes 3 change steps as longitude and value creation as latitude to construct the structure of the research. The characteristics of the cases in this research: Origin takes Proposal-type management to combine the R&D ability and customized ability to create customer value; Shiseido takes KANSEI engineering to dig out the KANSEI quality of customers and combine it with physical quality of products to satisfy the customers and surprise them; Hitachi as a Total solution provider creates a new era lifeline support system and the life infrastructure; NTT DoCoMo privides Cross-platform integration service to create the total value of the communication and the life; Olympus’s Social-IN is to make life better by creating new products and services; Toyota’s Environment mission is to redefine the future of the car industry. As for the revelation for the management of our business, we can take good advantage of the excellent producing, learning, designing abilities and integrate value net to provide total solutions for customers. We can emphasize on the breakthrough of innovation and the long-term development of talents, and integrate diversification of resources to create “knowledge-integration” business ability. We can cross the boundary of continents and break up the boundary of business by integrating functionality and sensation, management and technology, inside and outside innovation, to release the vigor of organization and restart to position on the world stage.

過去探討影響員工正向情緒表達之前因的實證研究，已累積相當豐富，但在前因變數間之交互作用，以及情緒表達概念上，仍有以下兩大類議題尚未處理：首先，鮮少研究同時探討個體內層次 (交易層次)與個體間層次 (員工個人層次)之跨層次研究，即檢視單一員工服務多位顧客時之巢狀的影響 (nested effects)，故本研究提出的理論模型包含兩個層次變數之間的關係：個體內層次 (交易忙碌程度、顧客負向情緒表達)與個體間層次 (知覺工具型主管支持、知覺情感型主管支持、情緒穩定性特質)，以試圖彌補此研究缺口。再者，過去有關情緒表達之研究，大多探討員工於每筆交易時所展現之正向情緒表達之強度，因此，本研究另一個研究興趣探討員工個人變數與員工正向情緒表達之平均強度間的關係。 本研究以76位中華郵政第一線儲匯服務人員，及與其互動之434位顧客為研究對象，階層線性模式分析結果發現顧客負向情緒表達與員工正向情緒表達具有顯著負向關係；而在員工個人變數之跨層次干擾效果探討上，本研究結果發現，當員工知覺工具型主管支持較高時，會削弱顧客負向情緒表達與員工正向情緒表達之間的負向關係；且當員工情緒穩定性特質較高時，也會使交易忙碌程度與員工正向情緒表達間之負向關係減弱。最後，階層迴歸分析結果亦指出員工知覺情感型主管支持與員工正向情緒表達之平均具有顯著正向關係。整體而言，本研究所提之研究假說部分符合理論預期，而研究結果可對情緒表達、情緒勞動、與社會支持相關研究提供理論貢獻與實務意涵。 / Although most of previous studies have explored the antecedents of employee positive affective displays, the issues of examining the main effects of transaction cues and the moderating effects of employee characteristics on employee positive affective displays from the perspective of within-person and between-person analysis remain relatively unexplored so far. Therefore, this study examined whether transaction defining cues (ex., transaction busyness and client negative affective displays) affected employee positive affective displays. Besides, this study examined whether employee characteristics would moderate the relationships between transaction defining cues and employee positive affective displays. Results from 76 postal clerks of 32 post offices and 434 clients partially supported our hypotheses and showed that client negative affective displays negatively predict employee positive affective displays. With regard to the moderating effects of employee characteristics, when the postal clerks perceived high level of supervisor instructmental support, the negative effect of client negative affective displays on employee positive affective displays was minimized. Moreover, employee with high level of emotional satbility would weaken the negative relationship between transaction busyness and employee positive affective displays. In addition, the study also indicate that employee perceived high level of supervisor emotional support would increase the employee average performance of positive affective displays. In conculsion, these findings provide not only further understanding how to improve employee affective displays, but also guidance for the organizations to select and train appropriate emoployees.