溝通在組織中佔有非常重要的地位，要維持一個組織正常的運作，組織成員們就必須經由溝通進行資訊及知識的交流，意見的協商，工作的分配，共識的建立以共同完成組織的目標。溝通最基本的方式是發訊者透過『溝通媒介』將訊息傳達給收訊者，組織內所使用溝通方式有很多種，分為言辭的溝通如面對面、電話或者是書面文件的形式，另一種非言辭溝通，如：身體的姿勢、臉部表情及手、眼的動作來傳遞信息，或其他非以文字語言形成所做的溝通。據研究指出不同的溝通媒介具有不同的資訊承載量，當選擇溝通媒介的負載能力與訊息的模糊性最適配時能達到較高的績效表現(高豐富度媒介使用在高複雜性的任務，低豐富度的媒介則使用在簡單例行性的任務)，因此必須了解如何有效的溝通藉以提高組織績效。

在零售業中強調走動式的管理，因此本研究以行動電話作為溝通媒介以媒介豐富度理論、臨界大眾、社會性影響模式及媒介象徵性理論以問卷調查法來收集調查不同通路的百貨公司及量販店對於行動電話的使用是否會產生不同的結果並探究其原因。

研究結果顯示不同通路的百貨公司及量販店對於行動電話在工作的模糊性、媒介的豐富度、有用性、媒介的象徵性意義、情境因素上均無顯著性差異，因此顯示行動電話應用在零售業環境為一良好的溝通工具，建議組織能加以考慮整合或搭配目前的溝通媒介以達到最有效的溝通。

Communication plays a very important role in an organization. An exchange of information and knowledge maintains a normal operation of an organization. In addition, the establishment of co-understanding is necissary for the organization members to achieve the common goals of the organization. Communication happens when a message sender transmits information to a message receiver through the “communication media.” There are two forms of communication; one is verbal and another is non-verbal or called wordless. Verbal communication includes face-to-face conversation, telephone contact and written correspondence. As to non-verbal communication, it includes physical gesture, facial expression, and the action of hand or eye that transmits messages. According to the researches, different communication media have different information capacities. To achieve the best performance, we should choose the communication media with the most match capacities and message ambiguous. Highly rich media is applied to highly complicated task, while less rich media is applied to simple and routine task. Therefore, it is important to study to the effectiveness of communication.


Employees of Retail business heavily uses mobile phone as the communication media. According to the media richness theory and the social influence model, this researcy performs a survey study. The research results reveal that there is no significant differences over the ambiguous of task, media richness, usefulness, media symbolic meanings and situational factors among the department stores and supermarket of different channels. Therefore, mobile phone application is regarded as a good communication tool in the retail business. It is suggested that an organization should consider replacing or matching the existing communication tool to achieve the most effective communication.

第壹章 緒論
第一節 研究背景與動機------------------------------------------------------------------ 1
第二節 研究目的--------------------------------------------------------------------------- 5
第三節 研究流程--------------------------------------------------------------------------- 6
第貳章 文獻探討
第一節 溝通的本質------------------------------------------------------------------------ 7
第二節 組織溝通相關的理論------------------------------------------------------------ 9
第三節 零售業------------------------------------------------------------------------------31
第四節 行動電話---------------------------------------------------------------------------42
第參章 研究模式與研究方法
第一節 研究架構--------------------------------------------------------------------------46
第二節 研究變數操作性定義-----------------------------------------------------------47
第三節 研究假說--------------------------------------------------------------------------52
第四節 問卷設計及資料收集與處理--------------------------------------------------56
第肆章 資料分析與研究成果
第一節 樣本敘述性統計-----------------------------------------------------------------59
第二節 信度及效度的檢驗--------------------------------------------------------------63
第三節 假設檢定及結果說明-----------------------------------------------------------67
第伍章 結論及建議
第一節結論---------------------------------------------------------------------------------80
第二節建議---------------------------------------------------------------------------------82
參考文獻------------------------------------------------------------------------------------------83
附錄A 調查問卷-------------------------------------------------------------------------------A-1

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