個人銷售行為之知識圖譜：回顧與前瞻

何謂最有效能的個人銷售行為是百年來學術界與實務界極欲了解的議題，然而過去研究缺乏有系統性地進行文獻回顧，本研究的貢獻在於回顧銷售行為概念緣起、本質、內涵與演化歷程，整理銷售行為理論途徑與不同銷售行為取向，並利用CiteSpaceII軟體分析四種不同銷售行為取向演化路徑的知識圖譜。資料收集是檢索ISI公司WOS資料庫的標題、摘要或被引用的文獻等紀錄欄位，時間範圍從2000~2012 年，總計得到464筆資料，7888筆文獻。研究結果發現（1）倫理式銷售行為取向知識結構與其他三種銷售行為取向之間較無連結；（2）顧客導向銷售行以Saxe and Weitz（1982）的研究在顧客導向銷售行為擔任重要中心匯聚節點且其知識脈絡影響至關係式銷售行為的文獻；（3）適應式銷售行為的文獻則以Weitz學者為首，其中兩篇核心文章（Weitz, 1981；Weitz et al.,1986）影響不同的銷售行為知識擴散方向。本文最後建議未來研究可從華人銷售文化與情境觀點，建構未來華人文化為主位（emic）的銷售行為理論。

關鍵字

適應式銷售行為；關係式銷售行為；顧客導向銷售行為；倫理式銷售行為；知識圖譜

並列摘要

What's the most effective personal selling behavior had long been an important issue in the selling management and practice. This research was to review the personal selling behavior, stated four stages of historical evolution, and discussed changes in each stage. We used a CiteSpaceII program to analyze the orientation of selling behavior and mapped knowledge domains. We searched for the topic term related to selling behavior appeared in the title, abstract or references of articles published from 2000 to 2012 in ISI-WOS database. Totally, 464 documents and 7888 references were collected. The result found (1) the knowledge structure of ethical selling behavior had no connection with other selling behaviors, (2) Saxe and Weitz (1982) in the customer orientation selling behavior as an important hub node and affect to relational selling behavior, (3) Weitz et al. (1986) and Weitz (1981) had important nodes in knowledge diffusion direction of different selling behaviors. We suggest to exp lore Chinese orientation selling behavior from the emic approach on Chinese culture for future research directions.