銷售人員的目標取向－組織環境及個人成功歸因信念的角色

Goal Orientations of Salespeople: The Roles of Intra-Organizational Environment and Individual Beliefs about Success Attribution

陳嵩(Song Chen) ； 蘇淑芬(Shu-Fen Su)

《人力資源管理學報》 6卷1期 (2006/03) Pp. 1-29

https://doi.org/10.6147/JHRM.2006.0601.01

摘要

人員銷售是極富挑戰性、過程充滿了困難與挫折的工作。然而，銷售人員在面對銷售挫折或困難時常呈現不同的反應：有的變得士氣低落、對銷售工作喪失了興趣；有的則頗為享受這種挑戰，深信最後一定能解決問題。教育心理學家指出，在成就情境下個人所追求的目標會影響其面對失敗或困難的反應。本研究以銷售人員的目標取向為焦點，探討組織內部環境因素及銷售人員的成功歸因信念對銷售人員目標取向的影響，銷售人員目標取向與其績效（如適應性銷售、勤奮工作、銷售績效）的關聯，並以國內314位人壽保險業銷售人員及274位汽車銷售業銷售人員為問卷調查實證對象。結構方程模式的分析顯示，銷售人員的努力歸因信念、能力歸因信念、認知組織對學習的承諾、及組織競爭氣氛皆對銷售人員目標取向有顯著的影響；銷售人員的目標取向則透過銷售行為績效間接影響其銷售績效。最後，研究者對實證結果在銷售力管理的涵義及後續研究做一些討論與建議。

關鍵字

成功歸因 ； 組織學習承諾 ； 組織競爭氣氛 ； 目標取向 ； 銷售人員績效

並列摘要

Personal selling is a challenging work, being full of setbacks and difficulties during selling processes. However, one frequently observes differences among salesperson in their response patterns to setbacks or difficulties with sales tasks, some became demoralized and express little interest in continuing with the sales task, whereas others appeared to enjoy the challenge, remained confident that they could eventually solve the problems. Educational psychologists urge that people pursuing different goals in achievement situations would display different response patterns in the face of failure or difficulties. The study, with a focus on salespeople's goal orientations, explores the influence of salespeople's belief about success attribution, and intra-organizational environment on salespeople's goal orientations, the relationships of salespeople's goal orientations to their selling behavioral performance (i.e., adaptive selling and working hard), and sales performance. Three hundreds and fourteen salespeople from life insurance industry and two hundreds and seventy-four salespeople from car dealer industry were sampled as empirical subjects. The results from structure equation modeling analysis indicate that salespeople's belief about effort and ability attribution for success, perceived organizational commitment to learning, and competitive psychological climate have significant influence on salespeople's goal orientations. The findings also show that the relationships of salespeople's goal orientations to sales performance are mediated by salespeople's selling behavioral performance. Finally, implications for salesforce management and directions for future research are discussed.

並列關鍵字

success attribution ； organizational commitment to learning ； organizational competitive climate ； goal orientations ； salesperson performance

參考文獻

林義屏、黃俊英、董玉娟(2004)。市場導向、組織學習、組織創新與組織績效間關係之研究－以科學園區資訊電子產業爲例。管理評論。23(1)，101-134。

Ames, C.,Ames, R.(1984).Goal structures and motivation.Elementary School Journal.85(1),39-50.

Ames, C.,Ames, R.,Felker, D. W.(1977).Effects of competitive reward structure and valence of outcome on children`s achievement attributions.Journal of Educational Psychology.69(1),1-8.

Ames, C.,Archer, J.(1988).Achievement goals in the classroom: Student's learning strategies and motivational processes.Journal of Educational Psychology.80(3),260-267.

Anderson, E.,Oliver, R. L.(1987).Perspectives on behavior-based versus outcome-based salesforce control systems.Journal of Marketing.51(4),76-88.