銷售人員目標取向、銷售行為與銷售績效之關係---情境觀點與實證

Relationships of Salespersons’ Goal Orientations to Selling Behaviors and Sales Performance: A Contingency Viewpoint and Empirical Test

蔡露醇(Lu-Chun Tsai)

指導教授 ： 陳嵩

崑山科技大學/商業管理學院/企業管理研究所/碩士(2009年)

摘要

在大部份的商業組織裡，銷售人員是創造營收的主要來源。然而與企業組織其他功能相比，銷售人員不但擔負著創造營收的重責大任，其薪資報酬中亦有相當的比例來自業績表現，因此銷售人員承受著極高的業績壓力。然而有的銷售人員頗為享受這種挑戰，深信最後一定能解決問題，達成銷售目標；有的則變得士氣低落、對銷售工作喪失了興趣，甚至退出銷售職場。是什麼因素導致銷售人員在遭受壓力或挫敗後產生兩種截然不同態度及反應呢？教育心理學者指出，在處理簡單的任務時，不同目標取向的學生對問題的處理及反應並無太大的差異；唯在面對不利的情境（如任務失敗）時，不同目標取向的學生在能力認知、情緒及行為反應上始出現巨大的差異。目前已有部份研究將目標取向理論的觀點運用在銷售力管理的研究上。然而這些研究並未探討、驗證在不利情境時，銷售人員目標取向對銷售行為的影響。
本研究除探討銷售人員目標取向（包括學習目標取向、證明目標取向、迴避目標取向）對其銷售行為（包括適應性銷售行為及勤奮工作行為）、銷售績效之影響之外，並進一步探討銷售人員目標取向與銷售行為間的關聯是否受到干擾變項--顧客嚴苛度的影響、銷售人員的銷售行為與銷售績效間的關聯是否受到干擾變項--如顧客需求差異性、顧客知覺購買複雜度、公司資源的支援的影響，並以國內人壽保險公司的268位銷售人員為問卷調查實證對象。
本研究因素分析顯示，顧客知覺購買複雜度及公司資源的支援可合併為一個構面--購買複雜度卅公司支援。此外，迴歸分析顯示，(1)銷售人員的學習（迴避）目標取向對其適應性銷售行為呈顯著正（負）向影響、學習（及證明）目標取向對其勤奮工作行為有顯著正向影響。(2)顧客嚴苛度愈低、銷售人員證明目標取向對其適應性銷售行為的正向影響愈強烈；顧客嚴苛度愈高、銷售人員學習（及證明）目標取向對其勤奮工作行為的正向影響愈強烈。(3)銷售人員的勤奮工作行為對其銷售績效有顯著正向影響。最後本研究依據實證結果提出銷售力管理及後續研究的建議。

關鍵字

目標取向 ； 銷售行為 ； 顧客嚴苛度 ； 銷售情境 ； 銷售績效

並列摘要

In most business enterprises, the salesperson is a major revenue-producing and cost-generating factor. Comparing with other functions within the enterprise, not only the sales personnel is responsible for creating profit, there is also a high rate in salary reward from performence, therefore the sales personnel has a great stress on performance. However, some salespersons appeared to enjoy the challenge, remained confident that they could eventually solve the problems and achieves the sales goal; some became demoralized and expressed little interest in continuing with the sales task even withdraws from the sales work place.
Educational psychologists indicate that students with different goal orientation don’t have much differences in response to simple question, but present much differences of cognized ability, emotion, and reactions when they faced the disadvantageous situation (e.g. failed task). There have a lot of research on the sales management employing the theory of goal orientation. However, a few studies have examined the influence of salespersons’ goal orientation on their sales behaviors under disadvantageous sales situations.
The purpose of this study is to investigate the influence of salespersons’ goal orientation (including leaning, proving and avoiding goal orientation) on their sales behaviors (including adaptive selling behavior and working hard behavior) and sales performance. In addition, this study also examined the moderating effect of the customer demandingness on the relationship of goal orientation to sales behaviors, the moderating effect of the customer’s differences in requirement, perceived purchasing complexity, and offering company resources on the relationship of sales behaviors to sales performance. Two hundreds and sixty-eight salespersons from life insurance industry in Taiwan were sampled as empirical subjects.
Factor analysis shows that customers’ perceived purchasing complexity and company’s offering of resources could combine as one dimension – purchasing complexity/company’s offering. Moreover, the findings of regression analysis indicate that (1) salespeople’s learning (avoiding) goal orientation has positive (negative) influence on their adaptive selling behavior, and learning and proving goal orientations have positive impact on working hard, (2) the lower customer demangingness is, the higher positive relationship between salespeople’s proving goal orientation to adaptive selling behavior; the higher customer demangingness is, the higher positive relationship between salespeople’s learning and proving orientation to working hard, and (3) working hard had a positive relationship to sales performance. Finally, managerial implications for salesforce management and recommendations for future research are presented.

並列關鍵字

Goal Orientation ； sales behavior ； customer demangingness ； sales situations ； sales performance

參考文獻

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