上司家長式領導對銷售人員銷售行為與組織公民行為之影響--以目標取向和信任為中介變項

The Influence of Supervisors’ Paternalistic Leadership Style on Salespersons’ Selling Behavior and Organizational Citizenship Behavior－The Mediating Effects of Goal Orientations and Trust

賴又嘉(Yu-Chia Lai)

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(2008年)

https://doi.org/10.6828/KSU.2008.00014

摘要

在大部份的商業組織裡，銷售人員是創造營收及產生成本的主要來源。對外，代表公司銷售產品或服務；對內，帶回的市場資訊不但是公司擬定行銷策略的重要依據，公司行銷策略的執行更有賴銷售部門及銷售人員的努力。因此，如何透過銷售主管的有效領導，影響銷售人員的行為表現，進而提昇銷售人員及銷售組織的績效，是企業界所關注的焦點。目前已有許多研究探討上司領導風格對部屬行為或績效的影響，惟僅少數研究者探討其影響機制，本研究提出兩個重要的中介機制－「銷售人員目標取向」和「部屬對上司的信任」。
此外，家長式領導是華人社會特有的領導型態之一，其特色是領導者表現出類似父權的作風，不但具有清楚而強大的權威，也有照顧、體諒部屬及樹立典範的領導成分在內。本研究以上司的家長式領導（包括威權領導、仁慈領導及德行領導）為焦點，探討上司的領導行為對銷售人員目標取向（包括學習目標取向、證明目標取向和迴避目標取向）、「部屬對上司的信任」的影響，並推論銷售人員目標取向對其銷售行為（如聰敏工作、勤奮工作）的影響，「部屬對上司的信任」對其組織公民行為的影響。本研究以台南及高雄地區房屋仲介業的156位第一線業務人員為問卷調查實證對象。
本研究因素分析顯示，仁慈領導及德行領導可合併為一個構面--仁德領導。此外，結構方程模式的路徑分析結果顯示，(1)上司威權領導行為對銷售人員證明及迴避目標取向呈顯著正向影響；(2)上司仁德領導行為對銷售人員學習及證明目標取向呈顯著的正向影響，對迴避目標取向呈顯著的負向影響；(3)上司的威權領導行為對銷售人員「部屬對上司的信任」呈顯著的負向影響，仁德領導行為則呈顯著正向影響；(4)銷售人員的學習目標取向對其銷售行為呈顯著正向影響，證明目標取向對其勤奮工作呈顯著正向影響，迴避目標取向對其勤奮工作呈顯著負向影響；(5)銷售人員「部屬對上司的信任」對部屬組織公民行為呈顯著正向影響。(6)新增路徑顯示，銷售人員的學習目標取向對其組織公民行為有顯著正向影響，迴避目標取向則對其組織公民行為有顯著負向影響。最後研究者依據實證結果提出數點管理建議及後續研究建議。

關鍵字

家長式領導 ； 目標取向 ； 信任 ； 銷售行為 ； 組織公民行為

並列摘要

The saleperson is a majar revenue-producing and cost-generating factor in most business enterprises. They present a company to sale products or services and obtain market information as an important foundation of planning marketing strategies. Moreover, the marketing strategies still need the sales department and the salesperson to enforce it. Understanding the way sales managers made to motivate salespeople, and consequently increase their outcome performance has long been a topic of research interest to marketing academicians and practitioners. There have been many studies involving the influence of supervisor’s leadership style on subordinate’s behaviour or performance, however seldom studies demonstrate the influential mechanism of them. This study proposes two important mediate mechanisms－one is salespeople’s goal orientation and the other is supervisor's trust of subordinate’s.
Paternalistic leadership is a special leadership style in Chinese society. The character is that supervisors present paternalistic attitudes like clear and powerful authoritativeness, take care of subordinates and set an example. This study, focusing onsupervisors’ paternalistic leadership behaviour (including authoritarianism, benevolence and moral leadership), explores the influence of supervisor’s leadership behavior on salespeople’s goal orientation (including learning, proving and avoiding goal orientation) and subordinate’s trust in supervisor, and infers the effect of salespeople’s goal orientation on their selling behavior (including working smart and working hard) and the influence of subordinate’s trust in supervisor on salespeople’s organizational citizenship behavior. One hundred and fifty-six salespeople from real-estate industry in Tainan and Kaohsiung were sampled as subjects.
Factor analysis shows that benevolence leadership and moral leadership combined as one dimension－Ren-De leadership. Path analysis of the structural equation modeling shows that (1) authoritarianism leadership has positive impact on salespeople’s proving and avoiding orientation, (2) Ren-De leadership has positive impact on salespeople’s learning and proving goal orientation, but negative on avoiding goal orientation, (3) authoritarianism leadership has negative impact on subordinate’s trust in supervisor, but Ren-De leadership has positive impact on it, (4) salespeople’s learning goal orientation has positive impact on salespeople’s selling behavior, proving goal orientation has positive impact on salespeople’s working hard, avoiding goal orientation has negative on salespeople’s working hard, (5) supervisor’s trust of subordinate’s has positive impact on subordinate’s organizational citizenship behavior, and (6) incremental path shows that salespeople’s learning goal orientation has positive impact on salespeople’s organizational citizenship behavior, avoiding goal orientation has negative on salespeople’s organizational citizenship behavior. Finally, suggestions for management and recommendations for future research are presented.

並列關鍵字

paternalistic leadership ； goal orientations ； trust ； selling behavior ； organizational citizenship behavior

參考文獻

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