摘要
中国直销企业以销售为基础,存在大量销售代表,每年对销售代表投入的筛选、培训、维护费用巨大,但其产出效果并不理想。本研究旨在研究影响直销企业销售代表绩效的关键因素,并识别出销售代表个性特质与这些影响因素的关系。实证研究表明,销售代表适应性销售行为、工作勤奋度、个人社会网络和年龄对销售绩效有显著正向影响;销售代表自我监控和学习导向越强,则越能表现出适应性销售行为;适应性销售行为是自我监控和学习导向对销售绩效影响的中介变量。
Most of direct selling firms in China hire large quantity of salespersons to sell products. Direct selling firms spend much on selecting, training, and retaining salespersons. However, the result is not so satisfactory. This study explores the key determinants of salespersons＇ performance in direct selling firms, and identifies the relationship between personality traits and these determinants. The empirical findings suggest that salespersons＇ adaptive selling behavior, working hard, personal social network and age positively influence sales performance. The results show that salespersons with higher levels of self-monitoring and learning orientation will perform at higher levels of adaptive selling behavior. The findings also support that adaptive selling behavior mediates the influence of self-monitoring and learning orientation on sales performance.
出处
《经济管理》
CSSCI
北大核心
2010年第10期106-113,共8页
Business and Management Journal ( BMJ )
基金
国家自然科学基金项目"品牌社群的组织界定
形成和作用机理研究"(70872069)
上海财经大学"211工程"三期重点学科建设项目"世界经济衰退时期的企业营销战略研究"(211-3-006)
关键词
直销
销售绩效
适应性销售行为
个人社会网络
direct selling
sales performance
adaptive selling behavior
personal social network
