社会连带、资源优势与销售绩效的实证研究——基于保险销售中强连带与桥连带的影响

Social Ties,Resource Benefits and Sales Performance:An Empirical Study of Strong Ties and Bridging Ties in Insurance Industry

本文在我国保险行业中展开实证研究,以资源优势为中介,探讨社会网络中的强连带和桥连带对销售绩效的影响机制,以及两种连带之间的交互作用对销售绩效的影响。结果表明:(1)强连带可为销售人员带来信息、影响力和商业友谊三种资源优势,桥连带能带来信息优势;(2)三种资源优势均能促进销售人员绩效提升;(3)强连带和桥连带的交互项不能为销售人员带来更多信息资源和影响力,但对商业友谊能产生正面影响。

This paper carries out an empirical study on the mechanism of strong tics and bridging tics, as well as their interaction effect on sales performance in insurance industry. The results manifests that： （1） strong ties can bring sales- people information, influence and solidarity benefit, while bridging tics bring information only; （2） information, influ- ence and solidarity benefit arc capable of boosting salespeople＇ s performance; （3） the interaction effect of strong ties and bridging tics is positively related to solidarity, but produce no significant effect on information and influence.