| 目标取向和过时感知能力对两类销售行为的影响 |
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| 引用本文： | 柴俊武,李晶晶. 目标取向和过时感知能力对两类销售行为的影响[J]. 管理科学, 2011, 24(2) |
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| 作者姓名： | 柴俊武 李晶晶 |
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| 作者单位： | 电子科技大学经济与管理学院,成都,610054 |
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| 基金项目： | 国家自然科学基金，博士后科学基金 |
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| 摘 要： | 销售努力和适应性销售是两类最基本的销售行为,探寻这两种销售行为的决定因素是销售管理领域的热点研究问题.基于教育心理学和销售力管理的相关研究成果,探讨3种目标取向与两类消费行为的关系,并通过引入过时这一概念,探究不同目标取向导致不同程度的销售努力和适应性销售的内在机理.通过对9家公司160名销售人员的问卷调查,运用结构方程模型,考察销售人员的不同目标取向与销售行为和销售力过时感知能力以及销售力过时感知能力与销售行为的关系,并重点检验销售力过时感知能力对目标取向与销售行为关系的中介效应.实证研究结果表明,目标取向对销售力过时感知能力和销售行为均有显著影响,销售力过时感知能力也会显著影响销售行为,销售力过时感知能力在目标取向与销售行为的关系中起到一定的中介作用.
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| 关 键 词： | 销售行为 销售努力 适应性销售 目标取向 销售力过时感知能力 |
Effects of Goal Orientations and Perceived Ability of Sales Force Obsolescence on Selling Behaviors |
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| Chai Junwu,Li Jingjing. Effects of Goal Orientations and Perceived Ability of Sales Force Obsolescence on Selling Behaviors[J]. Journal of Management Science, 2011, 24(2) |
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| Authors: | Chai Junwu Li Jingjing |
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| Affiliation: | Chai Junwu,Li Jingjing School of Management and Economics,University of Electronic Science and Technology of China,Chengdu 610054,China |
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| Abstract: | Sales effort and adaptive selling are two basic selling behaviors,and exploring the determinants of two selling behaviors is a hot research topic in sales management area.Based on the related researches of educational psychology and sales force management,the present study explored the relationships among three types of goal orientations and two types of selling behaviors,and explored the internal mechanism of different goal orientations leading to different levels of sales effort and adaptive selling throu... |
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| Keywords: | selling behavior selling effort adaptive selling goal orientation perceived ability of sales force obsolescence |
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