隨著網際網路及電子商品的普及與便利，改變了大眾消費生活型態，傳統零售業的實體商店因所提供的服務價值與屬性，仍有它立足之處。實體商店面對此衝擊，其中門市人員是抗衡電商的重要因子之一，門市人員扮演著企業形象的詮釋者和媒介者，故門市人員完善的服務至關重要。企業均期望員工能具有主動積極的工作態度與行為，其中門市人員的自尊與工作滿意度等因素，會影響到本身的工作態度與行為，更會直接或間接影響到顧客。因此，本研究欲探討門市人員因所擔任的職務，個人重視其在組織中所扮演的角色，因而對於工作態度與行為的影響。在態度方面，選定工作滿意度；而在行為方面，選近期備受重視的行為指標－建言。另外，因長時間要滿足千變萬化的顧客需求，門市人員的心理建設尤需關注，故以職場正向心理能力－心理資本為調節。探討組織自尊與心理資本對工作滿意度和建言的關係，以及心理資本是否能調節組織自尊與工作滿意度和建言之間的影響。對象以零售業門市人員為抽樣，採用問卷調查方式蒐集資料，回收有效問卷數352份，運用SPSS軟體進行統計，採用相關性分析、階層迴歸分析等進行假設之驗證。研究結果顯示：(1)組織自尊與心理資本對工作滿意度呈正相關。(2)組織自尊與心理資本對建言呈正相關。(3)心理資本會調節組織自尊與工作滿意度及建言呈正向關係。最後提出本研究之貢獻與意涵及相關建議，供後續研究者之參考。

People’s lifestyle and consumption habits have changed as a result of the popularity and convenience of internet and electronic products. Traditional brick and mortar stores, however, still exist due to the value of service and their attributes. Facing the impact, retail staff is one of the major factors confronting e-commerce. Retail staff plays an important role in interpreting and conveying corporate image. Perfect service offered by store employees is therefore of utmost importance.
Enterprises anticipate aggressive and proactive working attitudes and behaviors from employees, whereas retail staff’s self-esteem, job satisfaction and other factors will affect their working attitudes and behaviors, which, in turn, directly or indirectly influence customers.
Therefore, this research is to study how retail staff’s job title and role in the organization may influence working attitudes and behaviors. In terms of working attitude, job satisfaction is chosen for study; as for working behavior, voicing suggestion, a behavior indicator gaining much attention recently is chosen. In addition, as store employees are constantly facing ever-changing customers, it is necessary to pay special attention on retail staff’s psychological build-up and adjusted with psychological capital, which is a positive psychological capability in workplace.
In order to find out organization-based esteem and psychological capital’s influence on job satisfaction and voicing behavior, whether psychological capital can adjust organization- base esteem and job satisfaction, and their influence on voicing behavior, a questionnaire inspection was conducted to collect data, with retail store staff as sampling. 352 valid questionnaires were received. SPSS, Correlation Analysis and Hierarchical Regression Analysis were used to verify assumptions.
Research result shows: (1) there is correlation between organization-based esteem and job satisfaction, same with psychological capital’s correlation with job satisfaction; (2) organization-based esteem and psychological capital have a direct correlation with voicing behavior; (3) psychological capital is able to adjust organization-based esteem and job satisfaction, both have clear correlation with voicing behavior. In the end, the research presents its results and relevant suggestions as references for further or follow-up research.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第二章 文獻探討 5
第一節 組織自尊 5
第二節 組織自尊對工作滿意度的影響 8
第三節 組織自尊對建言的影響 10
第四節 心理資本 13
第三章 研究方法 18
第一節 研究架構 18
第二節 研究假設 19
第三節 研究對象與程序 20
第四節 研究變項與衡量工具 22
第四章 研究結果 26
第一節 組織自尊與心理資本對工作滿意度的影響 27
第二節 組織自尊與心理資本對建言的影響 30
第五章 結論與建議 33
第一節 結論 33
第二節 理論與實務意涵 35
第三節 研究限制與後續研究建議 38
參考文獻 39
附錄一 問卷 46

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