销售人员沟通焦虑心理对业绩影响的机理研究

On the Impact Mechanism of Salesperson Communication Apprehension on Sales Performance

沟通能力对于销售人员而言至关重要。研究表明:沟通焦虑会通过互动介入程度以及柔性销售两个中介变量对销售业绩产生反向影响。此外,不同性别的销售人员沟通焦虑程度不存在显著差异,而不同行业、不同工作年限的销售人员沟通焦虑程度会表现出显著的不同。

Communication ability is essential to salespeople. This paper examines the relationship between communication apprehension and performance of salespersons. Communication apprehension has negative effect on performance through intermediary variables of interaction involvement and adaptive selling. We also find there is no significant difference between male and female salespersons＇ degree of apprehension, while industry and standing of selling distinction can lead to significant difference.