再探競爭心理氣氛對銷售人員目標導向的影響：銷售經驗及好競爭特質的調節角色

促進組織內部競爭氣氛，一向是銷售經理激勵銷售人員趨向表現動機、以達成更佳績效的常用方法。不過學者們認為，促進競爭氣氛的做法可能會抑制銷售人員的學習動機、助長其迴避表現傾向。本研究主要探討銷售人員知覺競爭心理氣氛對其學習、趨向表現、迴避表現導向的影響，以及銷售經驗與好競爭特質的調節效果，並以496位壽險銷售人員為問卷調查實證對象。迴歸分析顯示，競爭心理氣氛並不會抑制銷售人員的學習導向，好競爭特質則會激發銷售人員的學習及趨向表現導向。調節分析則顯示，競爭心理氣氛僅對資深銷售人員的學習導向有較顯著正向影響。此外，競爭心理氣氛僅會助長低好競爭特質銷售人員的迴避表現導向。最後，研究者針對管理意涵及未來研究分別提出建議。

關鍵字

競爭心理氣氛；好競爭特質；目標導向；銷售經驗

並列摘要

Furthering competitive climate within sales organizations has been the routine practices often used by sales managers to motivate salespeople's performance-approach motivation, and consequential greater performance. However, some scholars urge that these practices furthering competitive climate may restrain salesperson's learning motivation, and further their tendency to performance-avoidance. This study examines the impacts of salespersons' perceived competitive psychological climate (CPC) on their learning, performance-approach and performance-avoidance orientations, and the moderating effects of sales experience and trait competitiveness on these impacts. Four hundreds and ninety-six sales employees from five life insurance firms in Taiwan were sampled as subjects. Using regression analysis, our findings indicate that perceived CPC doesn't restrain salespeople's learning orientation, and trait competitiveness can simultaneously arouse salespeople's learning and performance-approach orientation. Moderating analyses show that the positive relationship between CPC and learning orientation is more significantly only for highly experienced salespersons. In addition, the results also show that the positive relationship between CPC and avoidance-performance orientation is significantly only for salespeople with lower competitiveness. Finally, managerial implications and directions for future research are suggested.