銷售人員目標取向的成因及對績效之影響

陳光偉; 陳嵩

doi:10.6504/JOM.2006.23.03.06

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P389 - 411

社会科学 > 管理学

DOI： 10.6504/JOM

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销售人员目标取向的成因及对绩效之影响

Antecedents and Performance Consequences of Salespeople's Goal Orientation

陈光伟(Kuang-Wei Chen) ；陈嵩(Song Chen)

管理学报； 23 卷 3 期 (2006 / 06 / 01) ， P389 - 411

繁体中文 DOI： 10.6504/JOM.2006.23.03.06

结果归因；组织学习承诺；竞争心理气氛；目标取向；销售人员绩效； outcome attribution ； organizational commitment to learning ； competitive psychological climate ； goal orientation ； salesperson performance

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摘要 │ 参考文献 (91) │ 被引用文献 (19) │ 国际计量

摘要〈TOP〉

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Personal selling is a challenging work, being full of setbacks and difficulties during selling processes. However, one frequently observes differences among salesperson in their response patterns to setbacks or difficulties with sales tasks, some became demoralized and express little interest in continuing with the sales task, whereas others appeared to enjoy the challenge, remained confident that they could eventually solve the problems. Educational psychologists urge that people pursuing different goals in achievement situations would display different response patterns in the face of failure or difficulties. The study, with a focus on salespeople's goal orientations, explores the influence of salespeople's belief (such as entity theory for intelligence and attribution for success), and intra-organizational environment factors (including perceived organizational commitment to learning and competitive psychological climate) on salespeople's goal orientations, the impacts of salespeople's goal orientations on their selling behavioral performance (i.e., adaptive selling behavior and working hard), and the relationships of selling behavioral performance to sales performance. Three hundreds and fifth-seven salespeople from life insurance industry and three hundreds and seventy-six salespeople from car dealer industry were sampled as empirical subjects.
The results from path analysis of structure equation modeling indicate that salespeople's belief about attribution for success and infra-organizational environment have significant influence on salespeople goal orientations. The findings also show that salespeople's selling behavioral performance has positive effect on their sales performance and the relationships of salespeople's goal orientations to sales performance are mediated by salespeople's selling behavioral performance. Salespeople's learning and proving goal orientations have positively impacted, whereas avoiding goal orientation has negatively influenced on selling behavioral performance.
This study suggests that sales managers and staffs in HRM can use goal orientation scale to inform decision about salesperson selection and candidate belief systems about ability and effort attributions provide another indirect means to assess goal orientation. Moreover sales managers can help employees change their belief systems through these procedures: (1) Explain haw a given capability can be developed, (2) Provide role model examples of comparable individuals who have developed the capability; (3) Provide training opportunities to develop the capability; (4) Provide feedback and encouragement on progress. Top executives must also model and support behaviors consistent with a learning goal orientation. Behaviors include having employees set development objectives, encouraging them to pursue developmental opportunities, and providing diagnostic feedback for improving their performance.

参考文献 ( 91 ) 〈TOP〉

Lin, Yi-Ping, Huang, Jun-Ying,Yu-Chuan Tung(2003).How Organizational Learning and Organizational Innovations Mediate Market Orientation and Organizational Performance: An Empirical Study of the Information Technology Industry in Scientific bIndustry.Management Review.
连结：
Ames, C., Ames, R.,D. W. Felker(1977).Effects of Competitive Reward Structure and Valence of Outcome on Children's Achievement Attributions.Journal of Educational Psychology.
Ames, C.,J. Archer(1988).Achievement Goals in the Classroom: Student's Learning Strategies and Motivational Processes.Journal of Educational Psychology.
Ames, C.,R. Ames(1984).Goal Structures and Motivation.Elementary School Journal.
Anderson, E.,R. L. Oliver(1987).Perspectives on Behavior-Based Versus Outcome-Based Salesforce Control Systems.Journal of Marketing.

被引用文献 ( 19 ) 〈TOP〉

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