研究貢獻

在過去的文獻中，較缺乏足夠的證據支持一線服務人員的服務能力與購買意 願之間的連結，因此在理論上，為了彌補文獻中的不足，本研究探討以消費者的 知覺風險作為一線服務人員與消費者購買意願上所扮演的角色，且藉由知覺風險 討論間接效果的影響。

消費者在購買高涉入以及個人化屬性的產品時，通常會伴隨著高度的知覺風 險，且需要更深入的了解該產品，而此時一線服務人員將可透過與顧客互動來影 響顧客的知覺風險。一般而言，適當的雇用和培訓一線服務人員，能夠確保他們 在提供服務的反應上，具備足夠的能力以完成他們的任務(Burgoyne, 1993)。在 實務上，本篇研究能提供雇主在尋求降低顧客知覺風險且提高顧客購買意願上，

一些一線服務人員篩選品質的策略，以及培訓方向上的建議。換句話說，也就是 當雇主在招募人員時，應考慮求職者所具備的關係導向職能與任務導向職能進行

篩選，在培訓時，可以著重在關係導向技能與任務導向技能上加以訓練，以降低 顧客的知覺風險，進而提高購買意願。

5.3 研究限制與未來方向

如同一般的實證研究，在本研究中有些許的研究限制。首先，本研究之抽樣 母體在時間與成本限制的考量下，採用便利抽樣，僅以中南部地區之民眾作為研 究對象，使得研究結果的推估受到侷限，樣本代表性較弱，可能會影響研究結果 一般化之能力。

其次，顧客面臨高涉入服務可能會對於其不當的購買結果存在高度的知覺風 險，但在此只討論了保險業的服務，未來的研究中，可以試著討論其他的行業，

例如：銀行理財規劃、房地產交易或是汽車經銷商的服務等。

第三，知覺風險包含了許多個構面，但在此研究中僅討論了財務風險和績效 風險之影響。根據 Derbaix (1983) & Stone and Gronhaug (1993)的研究指出，身體、

心理以及社會風險也都相當重要，因此值得在未來的研究中加入此三個風險進一 步探討。另一方面，知覺風險不同構面的採用與探討，亦會因研究產品的不同而 有所差異，如：在進行衣服、鞋子等產品的探討時，其最相關的風險構面為社會 風險以及績效風險；而在討論 Vitamins、Aspirins 等產品時，則關聯性最高之風 險構面為身體風險和績效風險。

此外，在高顧客涉入的行業中，影響消費者知覺風險並進一步牽涉其購買意 願之變數相當多，但本研究僅以服務職能做討論，致使所得研究結果有限。故建 議未來後續研究者可增加變項之衡量，如：品牌形象、廣告訴求、人格特質等，

使研究結構更加完整。

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附錄、正式問卷

第三部分：請就您購買保險時，在保險專員與您溝通解說後，您對於購買該保險所伴隨