不動產及汽車這類高價格產品的銷售型態，不同於一般的商品。在高單價、高度涉入的產品交易中，銷售人員對有效性交易應具有決定性的因素。銷售員與消費者進行溝通、談判時有一定的技巧、節奏及運作模式，但在這些專業運作模式之外，銷售人員及顧客的某些人格特質、性別，亦對溝通效果具有相當程度的影響性。本研究主要是在探討何種自我監控程度的銷售員之工作表現較佳；銷售人員與消費者雙方自我監控程度與銷售的關係，是否雙方的自我監控程度會影響互動過程及滿意度；同時，消費者與銷售員的性別是否也與雙方自我監控程度的影響有關。同時，由管理者評估銷售人員的平日表現，來探討銷售員之性別與自我監控程度與其長期工作表現間的關係。

在溝通效果方面，由顧客評價溝通感受時，顧客性別、自我監控程度，或銷售員性別、自我監控程度，亦或是互動雙方的自我監控程度的交互作用，對溝通過程並無顯著影響。而銷售人員的評估，則有明顯的差異：男銷售人員對溝通過程的評價較為樂觀，此外，高自我監控的銷售員對溝通過程會有較正面的反應。但是，當互動雙方自我監控程度均高時，則銷售員對溝通過程的滿意度反而會有降低的傾向。

就主管評價而言，房地產及汽車二個產業的主管們認為銷售員在與同事相處態度、虛心接受指導、性格穩定度、配合環境需要的能力、銷售積極度、業績表現、其他一般工作態度、未來發展潛力、整體評價等九個項目沒有明顯差異。二個產業唯一的差異是，服務客戶的態度。研究得知，房地產的銷售人員在平日服務客戶的態度要比汽車業的銷售人員的態度令主管滿意得多。而且主管也發現，女性業務代表的業績表現比男性業務人員的表現出色。而銷售人員本身性別與自我監控程度的交互作用與業績表現之間的相關程度亦接近顯著水準，特別是以具高自我監控的男銷售人員表現最是出色。

第一章 研究動機和目的…………………………. 1

第一節 研究動機…………………………………. 2

第二節 研究目的…………………………………. 5

第二章 文獻探討…………………………………. 7

第一節 人格特質（Personality）……………… 7

第二節 中國人的性格……………………………. 10

第三節 自我監控（Self-monitoring）………… 12

第四節 性別（Gender）…………………………. 26

第三章 研究方法…………………………………. 38

第一節 研究架構……………………………………39

第二節 研究對象及抽樣方式………………………40

第三節 研究變數……………………………………41

第四節 自我監控量表的效度與信度………………43

第五節 施測流程……………………………………45

第六節 自我監控測量方式…………………………46

第四章 研究發現…………………………………. 49

第一節 受訪者背景…………………………………49

第二節 變數之描述性統計…………………………58

第三節 溝通效果之假設檢定………………………76

第四節 銷售人員表現之假設檢定…………………85

第五章 結論與建議…………………………… .. 94

第一節 研究結論………………………………… 94

第二節 建議及貢獻……………………………… .98

第三節 研究限制與後續研究建議……………….101

附 錄…………………………………………… .103

參考文獻……………………………………… ….111

中文部份………………………………… ..111

英文部份…………………………………….112

附件一：預試問卷…………………………… ….126

附件二：銷售人員問卷………………………… .128

附件三：主管評量問卷………………………… .130

附件四：顧客問卷……………………………… .131

附件五：銷售人員之溝通過程評估…….……….135

《中文部份》
王志剛 & 謝文雀（1995），消費者行為，台北：華泰書局，初版，頁245。
朱岑樓（1972），「從社會個人與文化的關係論中國人性格的恥感取向」，收錄於中國人的性格，李亦園、楊國樞編著，台北：中央研究院民族學研究所，頁85-126。
李金漢（1982），「個人價值觀念與消費行為：華人經理及西人經理的比較研究」，中央研究院民族學研究所專刊，收錄於社會及行為科學研究的中國化，頁441-467。
李亦園 & 楊國樞 (1972)，中國人的性格，台北：中央研究院民族學研究所。
韋政通（1972），「傳統中國理想人格的分析」，收錄於中國人的性格，李亦園、楊國樞編著，台北：中央研究院民族學研究所，頁1-36。
曾炆星（1972），「從人格發展看中國人性格」，收錄於中國人的性格，李亦園、楊國樞編著，台北：中央研究院民族學研究所，頁227-256。
楊國樞 & 張春興（1985），心理學，台北：桂冠圖書股份有限公司，六版，頁516-520。
鄭玉卿（1995），「易受影響性之性別差異：性別關聯議題及語言型態效果之影響」，私立中原大學心理學研究所未發表之論文。
Arthur Wright, (1962), Confunction Personality代序， 金耀基（1966），「從傳統到現代」，商務，頁34-35，引用許倬雲在思與言（第二卷，第五期）發表「中國傳統的性格與道德規範」內文之譯文。
《英文部份》
Arkin, R. M., W. K. Jr., Gabrenya, S. S. Appelman, & S. T. Cochran, (1979). “Self-presentation, self-monitoring, and self-serving bias in causal attribution.” Personality and Social Psychology Bulletin, Vol.5, 73-76.
Aronson, E., (1972). The social animal., San Francisco: Freeman.
Bagozzi, R. P., (1980c). “The Nature and Cause of Self-Esteem, Performance, and Satisfaction in the Sales Force: A Structural Equation Approach.” Journal of Business Research, Vol.53, 315-31.
Baker, T., (1975). “Sex differences in social behavior.“ In L. Berkowitz, A survey of social psychology. Hinsdale Ill: Dryden Press.
Barber, T. X. & D. S. Calverley, (1963). “ ‘Hypnotic-like’ suggestibility in children and adults.” Journal of Abcdrmal and Social Psychology, Vol.66, 589-597.
Baron, R. A., (1989). “Personality and Organizational Conflict: Effects of the Type A Behavior Pattern and Self-monitoring.” Organizational Behavior & Human Decision Processes Vol.44, No.2, 281-296.
Baron, R. A., D. Byrne & W. Griffitt, (1974). Social psychology: Understanding human interaction. (Boston: Allyn & Bacon.)
Bearden, W. O., & R. L. Rose, (1990). “Attention to Social Comparison Information: An Individual Difference Factor Affecting Consumer Conformity.” Journal of Consumer Research, Vol.16, 461-71.
Becherer, R. C., (1978). “Self-Monitoring as a Moderating Variable in Consumer Behavior.” Journal of Consumer Research Vol.5, No.3, 159-162.
Bird, C., (1940). Social Psychology, (New York: Appleton-Century.)
Bowers, M. R., (1990). “Trading Places: Employees as Customers, Customers as Employees.” Journal of Services Marketing Vol.4 No.2, 55-69.
Brown, W., (1916). “Individual and sex differences in suggestibility.” University of California Publications in Psychology, Vol.2, 291-430.
Cacioppo, J.T., & R. E. Petty, (1980). “Sex differences in influenceability: Toward specifying the underlying processes.” Personality and Social Psychology Bulletin, 6, 651-656.
Cattel, R., H. Eber & M. Tatsuoka, (1970). “Handbook for the Sixteen Personality Factor Questionnaire” (Champaign, IL: Institute for Personality Ability Testing.)
Cheek, J. M. (1982). “Aggregation, moderator variables, and the validity of personality tests: A peer-rating study.” Journal of Personality and Social Psychology, Vol.43, 1254-1269.
Coffin, T. W., (1941). “Some conditions of suggestion and suggestibility.” Psychological Monographs, Vol.53.
Cook, T. D., J. R. Bean, B. J. Calder, R, Frey, M. L. Krovetz, & S. R. Reisman, (1970). “Demand characteristics and three conceptions of the frequently deceived subjet.” Journal of Personality and Social Psychology, 14, 185-194.
Deaux, K., & T. Emswiller, (1974). “Explanation for successfrul performance on sex-linked tasks: What is skill for the male is luck for the female.” Journal of Personality and Social Psychology, Vol.29, 80-85.
Deaux, K., (1985). “Sex and gender. In M.R. Rosenzweig & L. W. Porter (Eds.), Annual review of psychology Vol.36,
Palo Alto, CA: Annual Review.
Dubinsky, A. J., (1986). “Antecedents of Retail Salesperson Performance: A Path-Analytic Perspective.” Journal of Business Research, Vol.4 No.3, 253-68.
Dubinsky, A. J., R. D. Howell, T. N. Ingram & D. N. Bellanger, (1986). “Salesforce socialization.” Journal of Marketing, Vol.50, 192-207.
Eagly, A. H., (1978). “Sex Differences in Influenceability” Psychological Bulletin, Vol.85, No.1 86-116.
Eagly, A. H, (1987). Sex difference in social behavior: A social role interpretation, Hillsbale, N.J.: Erlbaum.
Engel, J. F., R. D. Blackwell & P. W. Minirad, (1995). Consumer Behavior (8th.) ed., (Florida: The Dryden Press.) 433-434.
Feldman, R. H. L., (1974). “Changes in nutrition attitudes and knowledge as a function of similar and expert communication sources among the Gusii of Kenya.” (Doctoral dissertation, Syracuse University.)
Feldman, D. C., (1980). “ A Socialization Process that Helps Recruits Succeed.” Personnel, Vol.57, 11-23.
Fine, L. M. & D. W. Schumann, (1992). “The Nature and Role of Salesperson Perceptions: The Interactive Effects of Salesperson/Customer Personalities.” Journal of Consumer Psychology, Vol.3, 285-296.
Freedman, J. L., J. M. Carlsmith & D. O. Sears, (1970). Social Psychology, Englewood Cliffs, (N. J.：Prentice-Hall.)
Goldberg, P., (1968). “Are women prejudicial against women?” Transaction, Vol.5, 28-30.
Goldberg, P., (1974). “Sex roles, task competence, and conformity.” Journal of Psychology, Vol.86, 157-164.
Goldberg, P., (1975). “Conformity to majority type as a function of task and acceptance of sex-related stereotypes.” Journal of Psychology, Vol.89, 25-37.
Graeff, T. R., (1996). “Image congruence effects on product evaluations: The role of self-monitoring and public/private consumption.” Psychology & Marketing Vol.13, No.5, 481-499.
Hare-Musten, R. T., & J. Marecek, (1988). “The meaning of difference: Gender theory, post modernism, and psychology.” American Psychologist, Vol.43, 455-464.
Hilgard, E. R., (1965). Hypnotic susceptibility, (New York: Harcourt, brace & World.)
Hilgard, E. R., R. Atkinson & R. Atkinson, (1975). Introduction to Psychology, (6th) ed., (New York: Harcourt Brace Jovanovich.)
Hise, R. T., (1970), “Conflict in the Salesman’s Role”, in Sales Management: Contemporary Perspectives, J. A. Barnhill, ed. Glenview, IL: Scott, Foresman and Company, 48-62.
Hollander, E. P., (1967). Principles and methods of social psychology, (New York: Oxford University Press.)
Hull, C. L., (1933). Hypnosis and suggestibility, New York: Appleton-Century.
Ickes, W., & R. Barnes, (1977). “The role of sex and self-monitoring in unstructured dyadic interaction.” Journal of Personality and Social Psychology, Vol.35, 315-30.
Janis, I. L. & P. B. Field, (1959). “Sex differences and personality factors related to persuasibility.” In C. I. Hovland & I. L. Janis (Eds.), Personality and persuasibility., New Haven, (Conn: Yale University Press.)
Kassarjian, H. H., (1971). “Personality and Consumer Behavior: A Review.” Journal of Marketing Research, 8, 409-418.
Kassarjian, H. H., & M. J. Sheffet, (1975). “Personality and Consumer Behavior: One More Time.” American Marketing Association 1975 Combined Proceedings, Series No.37, 97-201.
Kilham, W. & L. Mann, (1974). “Level of destructive obedience as a function of transmitter and executant roles in the Milgram obedience paradigm.” Journal of Personality and Social Psychology, Vol.29, 696-702.
Kluckhohn, F.R., & F.L. Strodtbeck, et al., (1961). Variations in Value Orientions., New York.
Kolb, J. A., (1998). “The relationship between self-monitoring and leadership in student project groups.” Journal of Business Communication Vol.35, No.2, 264-282.
Kotler P., S. M.Leong, S. H. Ang, & C. T. Tan, Marketing Management-An Asia Perspective, (Singapore: Prentice Hall, 1996) 203.
Kulik, J. A., & S. E. Taylor, (1981). “Self-monitoring and the use of consensus information.” Journal of Personality, 49, 75-84.
Lastovicka, J., & E. Joachimsthaler, (1988). “Improving the Detection of Personality behavior Relationships in Consumer Research.” Journal of Consumer Research, Vol. 14, 583-587.
Lennox, R. D., & R. N. Wolfe, (1984). “Revision of the Self-Monitoring Scale.” Journal of Personality and Social Psychology, Vol.4, No.6, 1349-1364.
Levenson, H., B. Burford, B. Bonno & L. Davis, (1975). “Are women still prejudicial against women?” Journal of Psychology, Vol.59, 67-71.
Lippa, R. A., (1990). Introduction to Social Psychology (California: Wadsworth Publishing Company) 354-359.
Maccoby, E. E. & C. N. Jacklin, (1974). The psychology of sex differences. (Stanford, CA: Stanford University Press.)
McGuire, W. J., (1969). “The nature of attitudes and attitude change.” In G. Lindzey & E. Aronson (Eds.), Handbook of social psychology （2nd）ed., Vol.3, Reading, Mass: Addison-Wesley.
Middlebrook, P. N., (1974). Social psychology and modern life, (New York: Knopf.)
Milgram, S., (1963). “Behavioral study of obedience.” Journal of Abcdrmal and Social Psychology, Vol.67, 371-378.
Milgram, S., (1974). Obedience to authority: An experimental view. New York: Harper & Row.
Morgan, F., & Stoltman, J., (1990). “Adaptive selling-Insights from social cognition.” Journal of Personal Selling and Sales Management, Vol.10, 43-54.
Mowen, J. C., & M. Minor, (1998). Consumer Behavior (5th.) ed., (New Jersey: Prentice-Hall, Inc.) 197-239.
Nantel & Strahle, ”The Self-monitoring Concept.”
Nieva V. F., & B. A. Guteck (1981). “Sex effects in evaluation.” The Academy of Management Review, Vol.5, 267-276.
Ohbuchi, Ken-Ichi, (1997). “Personality and Interpersonal conflict: Aggressiveness, self-monitoring, and situational variables.” International Journal of Conflict Management Vol.8, No.2, 99-113.
Pheterson, G. I., S. B. Kiesler & P. A. Goldberg, (1971). “Evaluation of the performances of women as a function of their sex, achievement, and personal history.” Journal of Personality and Social Psychology, Vol.19,
114-118.
Reinsch, N. L. Jr. & A. N. Shelby, (1997). “What communication abilities do practitioners need? Evidence from MBA students.” Business Communication Quarterly, Vol.60, 7-29.
Santee, R. T., & C. Maslach, (1982). “To agree or not to agree: Personal dissent amid pressure to conform.” Journal of Personality and Social Psychology, 42, 690-700.
Schneiderman, W., (1980). “A personality dimension of consistency versus variability without the use of self-reports or ratings.” Journal of personality and Social Psychology, Vol.39, 158-164.
Schneiderman, W., (Undated). Self-monitoring, cross-situational consistency, and social desirability. Unpublished manuscript, Marshall University.
Secord, P. F. & C. W. Backman, (1964). Social psychology, (New York: McGraw-Hill.)
Shavitt, S., T. M. Lowrey & Sang-Pil Han, (1992). “Attitude Functions in Advertising: The Interactive Role of Products and Self-Monitoring.” Journal of Consumer Psychology, Vol.1, 337-364.
Sheets, T. L., (1994). “Effects of the applicant’s gender-appropriateness and qualifications and rater self-monitoring propensities on hiring decisions.” Public Personnel Management Vol.23, No.3, 373-382.
Sheridan, C. L. & R. G. Jr. King, (1972). “Obedience to authority with an authentic victim.” Proceedings of the 80th Annual Convention of the American Psychological Association, Vol.7, 165-166.
Sherif, C. W., M. Kelly, H. L. Jr. Rodgers, G. Sarup & B. I. Tittler, (1973). “Personal involvement, social judgment, and action.” Journal of Personality and Social Psychology, Vol.27, 311-328.
Silverman, I. L. H. Ford & J. B. Morganti, (1966). “Inter-related effects of social desirability, sex, self-esteem, and complexity of argument on persuasibility.” Journal of Personality, Vol.34, 555-568.
Sistrunk, F., & J. W. McDavid, (1971). “Sex variable in conformity behavior.” Journal of Personality and Social Psychology, Vol.17, 200-207.
Snyder,M., (1974). “Self-monitoring of pexpressive behavior.” Journal of Personality and Social Psychology, Vol.30, 526-537.
Snyder, M., (1979). “Self-monitoring processes.” In L. Berkowitz (Ed.), Advances in experimental social psychology Vol.12, New York: Academic., 85-127.
Snyder, M., & K.G. DeBono, (1985). “Appeals to Image and Claims about Quality: Understanding the Psychology of Advertising.” Journal of Personality and Social Psychology, Vol.49, 586-597.
Snyder, M., & S. Gangestad, (1986). “On the Nature of Self-Monitoring: Matters of Assessment Matters of Validity.” Journal of Personality and Social Psychology, Vol.51,：125-139.
Snyder, M., & W. Ickes, (1985). “Personality and social behavior.” In G. Lindzey & E. Aronson (Eds.), The handbook of social psychology (New York: Random House) 883-947.
Spiro, R. & B. Weitz, (1990). “Adaptive selling Conceptualization, measurement and nomological validity.” Journal of Marketing Research, Vol.45, 501-516.
Sternthal, B., (1986). “Advertising and gender response.” Marketing & Media Decisions Vol.21, 136.
Stukat, K. G., (1958). Suggestibility: A factorial and experimental analysis. Stockholm, (Sweden: Almqvist & Wiksell.)
Thibaut, J., & H. Kelley, (1959). The social psychology of groups. (New York: Wiley.)
Walker, O. C., Jr., G. A. Churchill, Jr., & N. M. Ford, (1975). “Organizational Determinants of the Industrial Salesman’s Role Conflict and Ambiguity,” Journal of Marketing, Vol.39, 32-39.
Walder, O. C., Jr., G. A. Churchill, Jr., & N. M. Ford, (1979). “Where Do We Go from Here? Selected Conceptual and Empirical Issues Concerning the Motivation and Performance of the Industrial Salesforce,” in Critical Issues in Sales Management: State-of the-Art and Future Research Needs, G. Albaum and G. A. Churchill, eds. Eugene, OR: Division of Research, College of Business Administration, University of Gregon.
Ward, C., (1981). “Prejudice against women: Who, when, and why?” Sex Roles, Vol.7, 163-171.
Weitzenhoffer, A. M., (1953). Hypnotism: An objective study in suggestibility. New York: Wiley.
Whitley, B. E., Jr., M. C. McHugh & I. H. Frieze, (1986). “Assessing the theoretical models of sex differences in causal attribution.” In J. S. Hyde & M. C. Linn (Eds.), The psychology of gender: Advances through meta-analysis. (Baltimore: Johns Hopkins University Press.)
Whittaker, J. O., (1965). “Consistency of individula differences in persuasibility. Journal of Communication, Vol.15, 28-34 (a).
Whittaker, J. O, & R. D. Meade, (1967). “Sex and age as variables in persuasibility.” Journal of Social Psychology, Vol.73, 47-52 (b).
Wolfe, R., R. Lennox, & R. Hudiburg, (1983). “Self-monitoring and sex as moderator variables in the statistical explanatin of self-reported marijuana and alcohol use.” Journal of Personality and Social Psychology, 44, 1069-1074.
Worchel, S. & J. W. Brehm, (1970). “Effect of threat to attitudinal freedom as a function of agreement with the communicator.” Journal of Personality and Social Psychology, Vol.14, 18-22.
Worchel, S., & J. Cooper, (1976). Understanding social psychology, Homewood, (Ill: Dorsey Press.)
Zanna, M. P., J. M. Olson, & R. H. Fazio, (1980). “Attitude-behavior consistency: An individual differences perspective.” Journal of Personality and Social Psychology, 38, 432-440.
Zuckerman, M., & G. T. Reis, (1978). “Comparison of three models for predicting altruistic behavior.” Journal of Personality and Social Psychology, 36, 498-510.