適應性銷售行為的影響歷程與效果之探討---以汽車銷售業為例---

The Study of the Influence Antecedents and Consequences of the Adaptive Selling Behavior-- A Case of Automobile Sell the Industry--

邱雅琪(ch'iu ya ch'i)

指導教授 ： 李俊鴻

亞洲大學/管理學院/國際企業學系碩士班/碩士(2007年)

摘要

業務員面對壓力的調適能力將影響其工作關係品質與工作滿意度。若
能瞭解業務員的適應性銷售行為、工作關係品質與工作滿意度，將有助於
協助學術界與實務界對適應性銷售行為應用的接受程度，並有益於服務業
制訂及執行更有效的人力資源推廣策略。本研究以汽車銷售員為對象，並
應用結構方程模式建立適應性銷售行為的因果關連模型，探討適應性銷售
行為為與工作關係品質、工作滿意度及工作轉換之因果關連性，並進一步
評估適應性銷售行為的直接與間接效果。研究結果顯示：(1)適應性銷售行
為越高的汽車銷售員有較高的工作關係品質與工作滿意度；(2)適應性銷售
行為對工作關係品質的影響大於工作滿意度；(3)工作關係品質為適應性銷
售行為與工作轉換之重要中介變數；(4)工作滿意度受到適應性銷售行為、
工作關係品質及工作績效的交互作用效果之影響；(5)工作關係品質受到適
應性銷售行為、工作滿意度及工作績效的交互作用效果之影響；(6)工作關
係品質受到交互作用效果的影響大於工作滿意度。

關鍵字

適應性銷售行為、工作關係品質、工作滿意度、工作轉換2

並列摘要

The adjustment ability of the pressure concept has been influence the
salesman’s working relationship quality and job satisfaction in research and
practice alike over the past decade. However, there has been understood the
adaptive selling behavior (ASB), working relationship quality, and job
satisfaction of the salesman context. Thus, as this research stream continues to
take root, significant questions relating to ASB theory, conceptualization and
measurement. The contribution will be help the academic circles and the actual
situation field, sell the behavior application to the adaptability to accept the
degree, and good for servicing business' established and carried out the more
valid human resource expansion strategy.
This research develop and test as model utilizing a sample of automobile
sales representatives, apply the cause and effect pass that the SEM（Structural
Equation Modeling）of the structure builds up the ASB even model, inquire into
the ASB, working relationship quality, job satisfaction and job turnover of the
cause and effect pass connects, and estimate the result of direct and indirect of
ASB.
The empirical results of this research indicated: First, higher ASB resulted
III
in higher working relationship quality and job satisfaction; Second, ASB have
been influence working relationship quality more than job satisfaction; Third,
working relationship quality is the mediator variables of the ASB and job
satisfaction; Fourth, job satisfaction have been influence from the ASB, working
relationship quality and job performance of the interaction; Fifth, working
relationship quality have been influence from the ASB, job satisfaction and job
performance of the interaction; Sixth the interaction have been influence
working relationship quality more than job satisfaction.

並列關鍵字

Adaptive selling behavior, Working relationship quality, Job satisfaction, Job turnover

參考文獻

structural equation modeling of organizational properties.

Robbins, S. P.(1998), Organizational Behavior: Concepts, Controversies,

Weitz,B.A.(1978),The relationship between salesperson performance and

Bagozzi, R. P. & Yi Y.(1988), On the evaluation of structural equation models.

Academic of Marketing Science,16, pp.76–94.