業務人員人格特質與應酬行為對銷售績效影響之研究

The Effect of Machiavellianism, and Social Engagement on Sales Performance

何雅萍(Ya-Ping Ho)

指導教授 ： 洪英正 ； 楊立人

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00114

摘要

應酬，是當今社會的人與人交往的ㄧ種溝通藝術，是士農工商
處世待人的ㄧ種重要的溝通技巧。應酬是每一個人生活中不可缺少
的生活哲學。根據上班族協會調查，有八成以上男性受訪者會需
要應酬，可見應酬的普遍性。
本研究中應酬行為結果顯示對企業主來說，交際應酬可能是商業訊息的交流與聯繫；是生意進行中必然的過程；待客之道；或是一種商場習慣；也可能是令人生厭的商場陋習，指出應酬最為企業所需要，透過應酬達到關係的建立。更加印證，當企業的生存與經營有直接利益上的關聯時，關係的建構及其機制的營造，是成為經濟經營上一個不可或缺的過程與手段(三山， 2002)。
本研究旨在探討業務人員人格特質與應酬行為對銷售績效影響。本研究以現任業務人員為受訪對象，採取便利抽樣法進行問卷調查，共發出250份問卷，回收有效問卷212份，收集所得資料經由統計分析方法進行驗證之後，主要發現如下：
一、不同業務人員馬基維利主義傾向、應酬行為在銷售績效上會有顯著差異。
二、業務人員馬基維利主義傾向、應酬行為之行動剖面上僅有「市場差異面」及「業務正當面」對銷售績效呈現正向影響。
三、業務人員馬基維利主義傾向對應酬行為有顯著影響。
四、不同人口統計變項在年齡、教育程度、職位、月薪和產業別業務人員馬基維利主義傾向、應酬行為在銷售績效上會有顯著差異。

關鍵字

馬基維利 ； 應酬文化 ； 業績績效

並列摘要

Social engagement is an art of interpersonal communication in modern society. It is also an important skill for people of different professions to communicate with each other. Social engagement is an indispensable life philosophy in each person's life. According to the investigation by the office workers' association, there are more than 80% of the male subjects reporting that they have social engagement. This reveals the universality of the event.

This research suggests that the result of the social engagement behavior is rather a communication and connection of business information for the business owners. It is a necessary process, a way to treat one's guests or even a habit for the business. But, it may be a bad habit one way or another. The subjects point out that social engagement is mostly needed when establishing relationship between enterprises. This further supports the impression that when the survival and management are directly related to the profit, the establishment of the connection and the mechanism of relationship thus becomes an inevitable process and method.

This research focuses on the relationship between the personalities and the social
engagement behavior of a sales representative and his/her marketing performance.This research selects subjects who are on sales duty now with convenience sampling
method. There are 250 questionnaires delivered an212 are returned. After analyzing the data collected with statistical method, this study suggests that:
1.The differences of sales Machiavellianism and social engagement behavior cause
significant differences on sales performance .
2.The "market diversity" and "business legitimacy" of Machiavellianism and the social engagement behavior show positive influence on sales persons’ performance.
3.The sales person's Machiavellianism has significant influence on his/her
behaviors of social engagement.
4.Demographic variables on the aspects of the ages, education backgrounds, positions,
monthly incomes and industries show significant differences on some aspects of the sales Machiavellianism, social engagement behavior and the performance.

並列關鍵字

Machiavellianism ； Social Engagement ； Sales Performance

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