臺灣精品服務顧問之情緒勞動與工作績效關聯性研究：創意自我效能的調節效果

Abstract

本研究旨在探討台灣精品服務顧問之情緒勞動與工作績效之關係，並進一步驗證創意自我效能於兩者間所扮演的調節角色。隨著精品產業高度重視情感體驗與個人化互動，第一線服務顧問除了需展現高水準的情緒調節能力，更需具備自我效能以有效應對多元顧客需求。情緒勞動包括深層演出與表層演出，前者涉及內在情感之調整，後者則著重於外顯情緒的控制。創意自我效能反映顧問對自身解決問題與提出創意方案能力的信念。本研究採用問卷調查法，以便利抽樣方式針對台灣精品零售業之服務顧問進行資料蒐集，共回收有效樣本 77 份。資料分析運用 JASP 統計軟體進行迴歸分析與調節效果檢定。研究結果顯示，深層演出對工作績效具有顯著正向影響，表層演出則呈負向關聯；此外，創意自我效能對「深層演出與工作績效之關係」具有顯著調節效果，顯示當顧問具備較高創意自我效能時，深層演出對績效的正向作用更加顯著。研究成果有助於深入理解服務顧問在高接觸服務情境中的心理歷程，並可提供企業於人員甄選、訓練設計及績效管理之參考依據。關鍵字：工作績效、創意自我效能、表層演出、深層演出、情緒勞動This study aims to explore the relationship between emotional labor and job performance among service consultants in Taiwan’s luxury retail sector, with a particular focus on examining the moderating role of creative self-efficacy. As the luxury industry increasingly emphasizes emotional experience and personalized interaction, frontline service consultants are required not only to exhibit a high level of emotional regulation but also to possess a strong sense of self-efficacy to effectively address diverse customer needs. Emotional labor encompasses both deep acting, which involves the adjustment of internal emotions, and surface acting, which focuses on controlling outward emotional expressions. Creative self-efficacy reflects an individual’s belief in their ability to solve problems and generate innovative ideas. Using a questionnaire survey and convenience sampling, data were collected from 77 service consultants in Taiwan’s luxury retail industry. Data analysis was conducted using JASP statistical software to perform regression and moderation analysis. Results indicated that deep acting has a significant positive effect on job performance, whereas surface acting shows a negative relationship. Moreover, creative self-efficacy significantly moderates the relationship between deep acting and job performance, suggesting that consultants with higher creative self-efficacy experience a stronger positive impact of deep acting on performance. These findings offer insights into the psychological mechanisms of frontline service employees in high-contact service environments and provide valuable references for personnel selection, training design, and performance management within luxury retail organizations.Keywords: job performance, creative self-efficacy, surface acting, deep acting, emotional labor