銷售人員的影響戰術與顧客購買意願之中介歷程探討

Test of a Mediating Model Linking Influence Tactics and Customers Purchase Intentions

王子薇(Tzu-Wei Wang)

指導教授 ： 陳建丞

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2008年)

https://doi.org/10.6841/NTUT.2008.00074

摘要

銷售人員為了達到其銷售目標的前提之一就是要讓顧客留下好的印象，所以在銷售過程中，銷售人員會採用許多的影響戰術。本研究試圖去探討銷售人員採取正面情緒表達、推薦戰術及逢迎戰術與顧客購買意願之關係，並以顧客在店內的正向心情、顧客知覺產品品質，以及顧客知覺服務品質為中介變數。本研究共回收201份的有效問卷，結果證實銷售人員表現正面情緒表達與顧客購買意願間，會受到顧客在店內的正向心情及顧客知覺服務品質這二個變數的中介；銷售人員所採取的推薦戰術與顧客購買意願二者間，會受到顧客知覺產品品質這個變數的中介；銷售人員採取的逢迎戰術與顧客購買意願間，會受到顧客在店內的正向心情及顧客知覺的服務品質這二個變數的中介。除此之外，顧客在店內的正向心情也分別與顧客知覺產品品質及顧客知覺服務品質間具有顯著的正向關係。

關鍵字

影響戰術 ； 顧客正向心情 ； 知覺產品品質 ； 知覺服務品質 ； 顧客購買意願

並列摘要

A salesperson’s effectiveness in sales interactions depends to a large extent on making a good impression on the buyer. We proposed that customer in-store positive moods, perceived product quality, and perceived service quality may be mediating variable between displayed positive emotions, recommendation, and ingratiation and customers purchase intentions. Data were collected from 201 customers in Northern Taiwan. Results showed that salesperson’s customer in-store positive moods on customers purchase intentions was indirect through the mediating processes of customer in-store positive moods and perceived service quality, recommendation on customers purchase intentions was indirect through the mediating processes of perceived product quality, and ingratiation on customers purchase intentions was indirect through the mediating processes of customer in-store positive moods and perceived service quality. The study also indicated that perceived product quality and perceived service quality both have positive effect with customer in-store positive moods.

並列關鍵字

Influence tactics ； customer in-store positive moods ； perceived product quality ； perceived service quality ； customers purchase intentions

參考文獻

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