本研究以情緒感染 (Emotional Contagion)及M-R環境心理模式觀點，探討服務人員正向情緒表達如何透過顧客在服務後正向心情與停留店內時間的中介，進而影響顧客購買金額。同時，本研究亦探究顧客購買可能性是否會分別干擾前述顧客在服務後正向心情與停留店內時間的中介效果。
本研究採用觀察法，以高單價戶外用品品牌 (單價約為新台幣1000~20000元間)之在職門市服人員及顧客為樣本對象，並採取不同來源 (觀察員、顧客)的方式收集問卷，共計回收202 份有效配對樣本。研究發現：(1) 服務人員正向情緒表達會透過提升顧客在服務後正向心情，進而增加顧客購買金額；(2) 服務人員正向情緒表達會透過增加顧客停留店內時間，進而增加顧客購買金額；(3) 顧客購買可能性越高，愈能增強服務人員正向情緒表達透過顧客在服務後正向心情、增加顧客購買金額的中介效果；(4) 顧客購買可能性越高，愈能增強服務人員正向情緒表達透過顧客停留店內時間、增加顧客購買金額的中介效果。

The main purpose of this study is to investigate “when” and “how” employees’ positive displays emotions (PDE) influences customer purchase amount. Drawing on the emotional contagion theory and M-R (Mehrabian & Russell) model, the present study examines whether employees’ positive displays emotions positively predicts customer purchase amount through customer’s positive mood after service and the time customers spent in store. In addition, we also examine whether the possibility of purchase can buffer the aforementioned mediation effects.
The sample was composed of 202 service workers-customers dyads from outdoor stores. The results showed that: (1) PDE positively predicts customer purchase amount through customer’s positive mood after service; (2) PDE positively predicts customer purchase amount through the time customers spent in store; (3) The possibility of purchase strengthens the effects of PDE on customer purchase amount via customer’s positive mood after service; (4) customer’s positive mood after service the effects of PDE on customer purchase amount via the time customers spent in store. Theoretical and practical implications of our findings are discussed.

論文審定書 i
誌謝 ii
摘 要 iii
Abstract iv
目 錄 v
圖 次 vii
表 次 viii
第一章 緒論 1
第二章 文獻探討 5
第一節 服務人員正向情緒表達對顧客態度及行為的關係 5
第二節 服務人員正向情緒表達對顧客購買金額的關係：顧客在服務後正向心情的中介效果 6
第三節 服務人員正向情緒表達對顧客購買金額的關係：顧客停留店內時間的中介效果 6
第四節 顧客購買可能性對服務人員正向情緒表達與購買金額的干擾式中介效果 8
第三章 研究方法 11
第一節 研究架構 11
第二節 研究樣本與施測程序 11
第三節 研究工具 13
第四節 資料分析方式 16
第四章 研究結果 18
第一節 各變數間之敘述統計與相關係數 18
第二節 驗證性因素分析 18
第三節 假設檢定 19
第五章 結論與建議 24
第一節 理論貢獻 24
第二節 管理意涵 26
第三節 研究限制 26
第四節 未來研究建議 27
參考文獻 29
附錄一 文獻整理 33
附錄二 研究調查問卷 35

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