A型人格特質對適應性銷售的影響 －情緒智力為調節變項以汽車業務員為例

THE TYPE A PERSONALITY EFFECT OF SALESPERSONS ADAPTIVE SELLING BEHAVIOR - EMOTIONAL INTELLIGENCE AS A MODERATOR IN CAR SALESMAN

唐國堯(Guo-Yao Tang)

指導教授 ： 夏康寧

元智大學/管理學院/經營管理碩士班(領導學程)/碩士(2013年)

https://doi.org/10.6838/YZU.2013.00136

摘要

在競爭激烈的汽車銷售產業中，該如何銷售出單價較高的汽車，有賴於與顧客接觸的銷售人員，在銷售過程中會與顧客有大量的互動，所以銷售人員的人格特質是相當重要的。
除了銷售人員本身的人格特質外，對於每天面對到許多不同類型的顧客之銷售人員，如何針對不同類型的顧客以其可接受的方式來加以展現銷售技巧與說服，是很重要的，該如何成功的執行適應性銷售，需要高強度的情緒感知能力與情緒表達能力。
在過去的研究中A型人格通常用於商業研究的應用上，較少用於實際銷售之中，本研究主要想探討A型人格的人具有正面主動的個性，能主動出擊，積極接待客戶，對於銷售是有正向幫助，但有時候也因為過度的求好心切與急躁，進而容易不耐煩，影響銷售行為的表現，因此希望透過汽車銷售人員的情緒智力做為調節而影響適應性銷售行為。
本研究以汽車業務銷售人員為對象，主要探討汽車業務銷售人員之A型人格特質與情緒智力知交互作用對於適應性銷售之影響。而本研究結果A型人格特質對於適應性銷售行為確實是有顯著的影響，情緒智力A型人格特質與適應性銷售行為，也有調節之效果，本研究貢獻可以為企業在教育訓練方面與汽車銷售人員招募時參考之依據。
關鍵字：A型人格特質、適應性銷售行為、情緒智力

關鍵字

A型人格特質 ； 適應性銷售行為 ； 情緒智力

並列摘要

In the highly competitive auto sales industry, how to sell a higher price of the car, depends on the contact with customers, salesman in the sales process will have a lot of interaction with customers, so the salesman is very important personality traits .
In addition to sales outside their personality traits, for every day the face of many different types of customers to the salesman, and how different types of customers with its acceptable means to them to show sales techniques and persuasion, is very important, how successful implementation of adaptive selling, you need high-intensity emotional perception and emotional expression.
In past studies Type A personality is commonly used commercial research applications, and less for actual sales among the study would like to explore the Type A personality who has a positive proactive personality, able to take the initiative to actively hospitality customers, for sale is a positive help, but sometimes because of excessive ambition with impatience, and thus easily impatient behavior affect sales performance, so I hope through car salesperson emotional intelligence as adaptive selling behavior and affect regulation .
In this study, the automobile business sales, with major automotive business sales personnel investigate the Type A personality traits and emotional intelligence to know the effect of the interaction for adaptive selling. The results of this study, Type A personality behavior for adaptive selling indeed have a significant impact, emotional intelligence Type A personality traits and adaptive selling behavior, but also the effect of the adjustment, this study can contribute to education and training for enterprises in areas with car sales reference basis for recruitment.

Keywords: Type A personality, Adaptive selling behavior, Emotional intelligence

並列關鍵字

Type A personality ； Adaptive selling behavior ； Emotional intelligence

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