本研究旨在瞭解電子商務經營者建構生涯自我效能訊息之歷程，以及生涯自我效能個別差異之發展。 本研究採用敘說研究，從美安獨立超連鎖店主敘說的角度來分析，透過資料類比歸納，將訪談之現場文本建構為研究文本，重述故事與詮釋意義。研究發現有四：一、電子商務經營者選擇加入美安SHOP.COM主要原因有：嘗試新的學習機會、實踐生涯想法、提高生活品質、實踐時間與經濟自由、跳脫傳統價值與期待，以及尋找等值付出與收穫的機會。二、「成功經驗」與「重要他人」為電子商務經營者生涯自我效能整合訊息之主要來源。三、美安電子商務經營者之生涯自我效能，能促進其生涯「積極信念」與「正向行為選擇」。四、美安電子商務經營者之生涯自我效能類化作用有兩種不同程度之情境，分別為「領域特定」以及「無特定情境」。五、利他行為有助於生涯自我效能的發展 This research aims to understand the process of integrating and constructing career self-efficacy messages for E-commerce operators as well as to explore the development of their individual differences in the process. The study applies narrative analysis of qualitative research, with in-depth interviews with E-commerce operators. Telling from the subjective view of E-commerce operators, the researcher intends to gradually construct the literature by analogizing, generalizing, analyzing, and synthesizing the materials, so that the stories can be retold and significance reinterpreted. The findings include: 1. The interviewed E-commerce operators chose to become UnFranchise owners because of: an attempt to obtain new learning opportunities, the practice of their career ideas, the improvement of life quality, the realization of time and economic freedom, to step out of the comfort zone of traditional values and expectations, and to seek opportunities where efforts meet results. 2. “Performance Accomplishment” and “Significant Others” are two major sources of the career self-efficacy messages of UnFranchise owners; 3. The career self-efficacy of UnFranchise owners boosts their “positive career beliefs” and “positive career behaviors;” 4. In terms of their career self-efficacy, UnFranchise owners demonstrate two levels of analogical scenarios-“domain-specific” and “general situations.” 5. Altruistic behavior can help the development of career self-efficacy.
