上司家長式領導風格對銷售人員目標取向之影響－以壽險業為例

The Influence of Supervisors' Paternalistic Leadership Styles on Subordinates' Goal Orientations: A Case of Life Insurance Industry

陳嵩(Song Chen) ； 李佩芬(Pei-Feng Lee)

《企業管理學報》 71期 (2006/12) Pp. 1-34

摘要

在大部份的商業組織裡，銷售人員是創造營及產生成本的主要來源、銷售主管則是影響銷售人員的績效表現的重要關鍵；因此，如何透過銷售主管的有效領導以提昇銷售人員的績效，是企業界與學術界所關注的焦點。由於家長式領導則是華人社會特有的領導型態，過去的研究顯示銷售人員的目標取向會影響其銷售行為及銷售績效，因此本研究特以上司家長式領導（包括仁慈領導及威權領導）對銷售人員目標取向的影響為研究焦點，並以國內525位壽險銷售人員為問卷調查對象，來驗證本研究的假設推論。本研究因素分析顯示，威權領導可進一步區分為兩個構面－威嚴及專權領導行為。此外，迴歸分析顯示，(1)上司仁慈領導行為對銷售人員的學習及證明目標取向呈顯著正向影響；(2)上司專權領導行為對銷售人員學習目標取向呈顯著負向影響、對證明及迴避目標取向呈顯著正向影響；(3)上司專權領導行為對銷售人員各目標取向的影響則皆未達顯著水準。最後本研究針對研究結果的管理意涵及後續研究方向分別提出建議。

關鍵字

家長式領導 ； 目標取向 ； 銷售人員

並列摘要

The salesperson is a major revenue-producing and cost-generating factor in most business enterprises, the sales managers are the key determinant to salespeople's performance. Understanding the way sales managers made to motivate salespeople, and consequently increase their outcome performance has long been a topic of research interest to marketing academicians and practitioners. Given that paternalistic leadership is a special leadership style in Chinese society, and previous empirical studies indicated that goal orientations pursued by salespeople could impact their selling behaviour and sales performance, this study focuses the influence of supervisor's paternalistic leadership behavior (including benevolence and authoritarianism leadership) on salespeople's goal orientations (i.e., learning, proving, and avoiding). Five hundreds and twenty-five salespersons from life insurance industry in Taiwan were sampled as subjects. Factor analysis shows that authoritarianism concept could resolve into two dimensions, majesty and centralism leadership. Regression analysis indicates that (1) benevolence leadership has positive impact on salespeople's learning and proving orientations, (2) centralism leadership has negative impact on salespeople's learning, but positive on both proving and avoiding orientations, and (3) majesty leadership has no relationship to salespeople's goal orientations. Finally, managerial implications for managers and directions for future research are suggested.

並列關鍵字

paternalistic leadership ； goal orientations ； salespeople

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