服務導向與支持氣候對銷售績效之影響：情緒勞務與適應性銷售行為的中介效果

The Impacts of Service Orientation and Supportive Climate on Sale Performance: The Mediating Effect of Emotional Labor and Adaptive Selling Behavior

情緒勞務與適應性銷售行為對於服務銷售績效的提升而言，皆扮演相當重要的角色，但情緒勞務與適應性銷售行為之間的影響關係卻被過去研究所忽略。此外，儘管情緒勞務在服務業越來越受重視，但目前研究對於促進情緒勞務的因素之探討仍有不足。因此，本研究同時以服務導向與支持氣候為前置變項，探討這些因素對於情緒勞務、適應性銷售行為與銷售績效的影響。個體層次的研究結果發現，具備服務導向人格特質的服務人員，會執行較高水準的情緒勞務，並進而展現較多的適應性銷售行為，最終獲得較高的銷售績效。另外，跨層次分析結果顯示，零售店的支持氣候會促使服務人員的情緒勞務能達到零售店要求的水準，進而有助適應性銷售行為的執行。

Whereas much work has focused on the important roles of emotion labor and adaptive selling behaviors on improving sale performance, surprisingly no studies have examined how a service employee's emotion labor influences their sale performance by means of adaptive selling behaviors. In addition, research on emotion labor is growing; yet our understanding of the antecedents of emotion labor remains rather unclear. Thus, we explore the impacts of supportive climate and service orientation on the relationships between emotion labor, adaptive selling behaviors, and sale performance. This study demonstrated that, at the individual level, employees' service orientation was positively related to the emotional labor, which, in turn, positively predicted adaptive selling behaviors that improve their sale performance. Furthermore, store-level supportive climate was positively associated with individual emotion labor, and emotion labor further induced their adaptive selling behaviors.