题名

銷售人員的目標取向－組織環境及個人成功歸因信念的角色

并列篇名

Goal Orientations of Salespeople: The Roles of Intra-Organizational Environment and Individual Beliefs about Success Attribution

DOI

10.6147/JHRM.2006.0601.01

作者

陳嵩(Song Chen)；蘇淑芬(Shu-Fen Su)

关键词

成功歸因 ； 組織學習承諾 ； 組織競爭氣氛 ； 目標取向 ； 銷售人員績效 ； success attribution ； organizational commitment to learning ； organizational competitive climate ； goal orientations ； salesperson performance

期刊名称

人力資源管理學報

卷期/出版年月

6卷1期（2006 / 03 / 01）

页次

1 - 29

内容语文

繁體中文
中文摘要

人員銷售是極富挑戰性、過程充滿了困難與挫折的工作。然而，銷售人員在面對銷售挫折或困難時常呈現不同的反應：有的變得士氣低落、對銷售工作喪失了興趣；有的則頗為享受這種挑戰，深信最後一定能解決問題。教育心理學家指出，在成就情境下個人所追求的目標會影響其面對失敗或困難的反應。本研究以銷售人員的目標取向為焦點，探討組織內部環境因素及銷售人員的成功歸因信念對銷售人員目標取向的影響，銷售人員目標取向與其績效（如適應性銷售、勤奮工作、銷售績效）的關聯，並以國內314位人壽保險業銷售人員及274位汽車銷售業銷售人員為問卷調查實證對象。結構方程模式的分析顯示，銷售人員的努力歸因信念、能力歸因信念、認知組織對學習的承諾、及組織競爭氣氛皆對銷售人員目標取向有顯著的影響；銷售人員的目標取向則透過銷售行為績效間接影響其銷售績效。最後，研究者對實證結果在銷售力管理的涵義及後續研究做一些討論與建議。
英文摘要

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 about success attribution, and intra-organizational environment on salespeople's goal orientations, the relationships of salespeople's goal orientations to their selling behavioral performance (i.e., adaptive selling and working hard), and sales performance. Three hundreds and fourteen salespeople from life insurance industry and two hundreds and seventy-four salespeople from car dealer industry were sampled as empirical subjects. The results from structure equation modeling analysis indicate that salespeople's belief about effort and ability attribution for success, perceived organizational commitment to learning, and competitive psychological climate have significant influence on salespeople's goal orientations. The findings also show that the relationships of salespeople's goal orientations to sales performance are mediated by salespeople's selling behavioral performance. Finally, implications for salesforce management and directions for future research are discussed.
主题分类 社會科學 > 心理學
社會科學 > 社會學
社會科學 > 經濟學
社會科學 > 管理學
社會科學 > 法律學
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被引用次数
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  2. 蔣依菱、林麗雪(2014)。組織學習、組織創新與智慧資本之關聯性。明新學報，40(2)，27-43。
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  4. 吳孟爵、丁學勤(2013)。適應式銷售行為研究之回顧與前瞻。中原企管評論，11(2)，1-28。
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