隨著服務業經濟的成長改變了以往的產業結構、白領的工作機會增加，使
得情緒勞務變成了工作的一部份。服務業所販售、傳遞的是一種無形的「勞務
商品」，有別於傳統製造業的實體產品；因而提供服務就好像是演一齣戲，服務
人員是演員，而顧客是觀眾 (Lovelock, 1994)。另外，由於服務業中顧客參與了
製程，勞務商品的產出過程更為複雜、而服務人員也成為產品的一部分。

　　過去有關情緒勞務及規則的研究大多是以前線(front line)員工做為研究的對
象；這些員工的情緒勞務多由於較為單純，因而可以透過劇本的方式事先進行
規範。但是，這樣的劇本卻很難適用於工作性質複雜的中介性職務(mediating role)
人員；由於必須執行高度的情緒勞務，卻無一定規則可以依循，故中介性職務
員工往往必須面對更大的心理負擔。因此本研究針對扮演中介性職務角色的廣
告account人員進行研究，探討中介性職務工作者的情緒勞務內容、情緒規則、
及其社會化，以填補目前情緒管理上研究之不足。

　　本研究以質性取向的個案研究法進行，研究結果發現：
(一)基於中介性職務的特性，其情緒勞務很難以劇本在事前加以規範。因此中
　　介性職務的情緒規則是原則性的精神，而條規式的實際做法。
(二)中介性職務的情緒表現規則不明確，且組織對勞務執行過程控管的不易，
　　使得管理當局只能透過對前社會化的控制來確保情緒勞務的提供品質，如
　　透過招募、遴選等方式篩選適合中介性職務的工作者。
(三)當中介性職務者熟悉雙方的需求與狀況，則可主動選擇傳遞訊息的內容，
　　並進而居中發揮對整個計畫的影響力，此時則可以降低其所付出的情緒勞
　　務。資深或高階的中介性職務者可以較其他人更快進入狀況，組織會賦予
　　照顧後進的責任，而其情緒勞務則移轉到照顧新進人員的工作上。

　　本研究遵循Arvey、Renz、與Watson(1998)的建議，針對中介性職務人員的
情緒勞務、情緒規則及其社會化進行探討，恰好填補了過去學術研究的缺口。
另外基於工作的本質，中介性職務人員所提供的情緒勞務很難以傳統的劇本方
式規範，因此過去的研究也少有著墨。本研究提出中介性職務情緒規則應著重
在精神的發揮，為以往無規可尋的高情緒勞務中介性職務工作者，提供了執行
情緒勞務時遵循的標準。

The growth of service industry enhances the importance of emotion issues in
organizations. In the light of increasing interest in organizational emotions, previous
studies focused on how front line staffs work. However, employees who play
mediating role perform more emotional labor. As Arvey, Renz and Watson
(1998) suggested, it is valuable to investigate the possible moderating or mediating roles valuable.

By interviewing fifteen advertising account people, this article discusses the
emotional labor of advertising account people who mostly play mediating role at
work. Analyzing transcriptions in a qualitative approach, this research explores the
emotional rules of mediating role and how they are socialized.

第一章　緒　　論 1
第二章　文獻回顧 4
第一節　情 緒 4
第二節　組織中的情緒議題 9
第三節　情緒與廣告代理業 32
第三章　研究方法 39
第一節　方法論 39
第二節　研究對象 41
第三節　研究工具與程序 42
第四節　資料分析策略 45
第四章　研究分析 49
第一節　ACCOUNT人員的情緒勞務 49
第二節　ACCOUNT人員的情緒規則 60
第三節　ACCOUNT人員情緒規則的組織社會化 78
第五章　結論與建議 85
第一節　結　　論 85
第二節　研究貢獻、研究限制與建議 89

參考書目 92

附錄一　訪談大綱 102
附錄二　訪談稿摘錄 103
附錄三　訪談稿登錄表 131
附錄四　1998年綜合廣告代理商排行榜 147

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