员工动机对双元销售行为的影响研究:传统性的调节作用

营销人员经常面临现有产品销售和新产品销售之间的悖论，需要采用不同的方式来应对两种销售行为之间的冲突。本研究根据内外动机理论，探究不同动机影响下的销售行为，同时揭示国人的传统性对动机与产品销售两者关系的调节作用。本研究开发了中国情境下的双元销售行为量表，具有良好的信度（0.896）。实证结果表明：（1）内在动机与现有产品和新产品的双元销售行为之间呈现显著的正相关关系，外在动机与现有产品和新产品的双元销售行为呈不显著的正向关系。（2）中国传统性对营销人员的产品销售行为的直接影响作用非常显著，但传统性与内外动机的调节作用表现出多样性。（3）传统性与内在动机的交乘项对双元销售行为起不显著的负向调节作用。（4）传统性与外在动机的交乘项对现有产品销售起不显著的正向影响，对新产品销售起不显著的负向影响。

The Effect of Employee Motivation on Ambidextrous Sales Behavior: The Moderating Role of Chinese Tradition

The paradox between existing product sales and new product sales is often faced, the marketers are demanded to adopt different ways to handle the conflict between the two sales behaviors. In view of the theory of intrinsic and extrinsic motivation, not only the sales behavior under the influence of different motives is explored, but also the moderating effect of Chinese tradition on the relationship between motivation and product sales is revealed. Under the Chinese conditions, the ambidextrous sales behavior scale with a good reliability (0.896) is studied. The research indicates that:(1)there is a compelling positive correlation between the intrinsic motivation and the ambidextrous sales behavior of the existing products and new products, and the extrinsic motivation has no significant positive relationship with the dual sales behavior of the existing products and new products;(2)Chinese tradition has a momentous impact on the ambidextrous sales behavior;(3)the cross multiplicative term of Chinese tradition and intrinsic motivation has no clear negative moderating effect on ambidextrous sales behavior.(4)the cross multiplicative term of Chinese tradition and extrinsic motivation has no obvious positive impact on the sales of existing products, and has no evident negative impact on the sales of new products.