판매원의 자기효능감 및 직무과부하가 감정노동에 미치는 영향과 감정의 매개효과 = The Effect of Salesperson`s Self Efficacy and Work Overload on Emotional Labor and the Mediating Role of Emotion

다국어 초록 (Multilingual Abstract)

This study investigates i) the effect of salesperson`s self efficacy and work overload on emotional labor and ii) the mediating role of emotion. A survey questionnaire is developed and implemented on salespersons working in the fashion retail stores of department stores. The measurement scales are composed of emotional labor, self efficacy, work overload and emotion. A total of 112 responses are analyzed by confirmatory factor analysis and a structural equation model with AMOS18.0. The results are as follows. Firstly, self efficacy has direct effect on both deep acting and surface acting of emotional labor without the mediating effect of emotion. Self efficacy has a positive effect on deep acting. Secondly, work overload has a negative effect on emotion. Job emotion has positive effect on deep acting and it has a negative effect on surface acting. Thirdly, emotion has a significant mediating effect between work overload and emotional labor. Finally, implications for personal management and job design in the fashion retail organizations are suggested.