本研究以戲劇理論為基礎，探討服務人員的外表吸引力是如何透過認知與情緒歷程、進而引發更多的購買行為或知覺自身地位提升，並進一步檢視服務人員的演出方式，即表層演出、深層演出，是否會影響服務人員外表吸引力和顧客情緒或顧客認知服務超出預期之間的關係，以及是否會干擾顧客的正向情緒對服務人員的外表吸引力和超出購買比例或顧客知覺地位、顧客認知服務超出預期對服務人員的外表吸引力和和超出購買比例或顧客知覺地位的中介效果。
本研究的研究對象不限定特定產業，廣泛搜集不同服務場域，如百貨、健身房、美容美髮、金融保險、汽車銷售等，採用顧客與服務人員配對的問卷設計，共收集202份有效問卷。在排除了來自於不同產業的影響，並控制了顧客薪資、與是否為會員身份後，本研究發現 (1)服務人員的外表吸引力會透過提升顧客服務超出預期進而增加預期以外購買比例和顧客知覺地位；(2)服務人員的外表吸引力會透過提升顧客正向情緒而提升顧客知覺地位；(3)當服務人員的表層演出高時，會減弱服務人員外表吸引力和顧客正向情緒的正向關係、且會減弱服務人員的外表吸引力透過顧客正向情緒進而提升顧客知覺地位的正向間接效果；(4)當服務人員高度展現深層演出時，會減弱服務人員外表吸引力和顧客正向情緒的正向關係、且會減弱服務人員的外表吸引力透過顧客正向心情進而提升顧客知覺地位之正向間接效果。最後，本研究將根據上述結果，進一步探討理論及實務的意涵。

Based on the dramaturgy theory, this study examined how physical attractiveness of service personnel increases customer purchasing behaviors and enhances perceived status through cognitive and emotional processes. In addition, the study explores whether surface acting or deep acting moderate the aforementioned indirect relationships.
Data was collected from various service industries, including retailers, salons, gyms, and financial institutions, resulting in a total of 202 valid paired employee-customer responses. The results reveal the following findings: (1) Physical attractiveness positively affects customer perceptions of exceeding expectations, in turn increasing subsequent unexpected purchases and perceived status; (2) Physical attractiveness elicits customer positive emotions, which in turn enhances customer perceived status; (3) Higher levels of surface acting weaken the positive relationship between physical attractiveness and customer positive emotions, as well as attenuates the positive indirect effect of physical attractiveness on customer perceived status through positive emotions. (4) Unexpectedly, higher levels of deep acting also weaken the positive relationship between physical attractiveness and customer positive emotions, as well as attenuates the positive indirect effect of physical attractiveness on customer perceived status through positive emotions.

目錄
論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖次 vi
表次 vi
第一章 緒論 1
第二章 文獻回顧與假設推導 6
第一節、服務人員外表吸引力與顧客反應：戲劇觀點 6
第二節、服務人員外表吸引力與顧客購買之認知路徑： 服務超出預期的中介效果 7
第三節、服務人員外表吸引力與顧客購買之情緒路徑： 顧客正向情緒的中介效果 10
第四節、服務人員的情緒勞動對服務人員的外表吸引力與顧客正向情緒、服務超出預期的關係之干擾效果與干擾式中介效果 12
第三章 研究方法 17
第一節 研究樣本與施測程序 17
第二節 研究工具與測量方法 18
一、外表吸引力 18
二、情緒勞動 18
三、顧客正向情緒 19
四、服務超出預期 19
五、顧客知覺地位 19
六、預期以外購買比例 20
七、控制變項 20
第三節 資料分析方法 20
第四章 研究結果 22
第一節 敘述統計與相關分析 22
第二節 驗證性因素分析 24
第三節 研究假設檢定 25
第四節 補充分析 30
第五章 討論與建議 31
第一節 研究發現與理論意涵 31
第二節 管理意涵 33
第三節 研究限制與未來研究建議 34
參考文獻 37
附錄 46
服務人員問卷 46
顧客問卷 48

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