展厅现象下的销售人员创造力研究——一个有调节的双中介模型

A Study on Salespeople’s Creativity in the Circumstance of Showrooming:A Moderated Dual Mediation Model

随着零售业的多渠道化以及移动电子技术的快速发展,消费者的展厅现象日趋普遍,并严重冲击实体商店的绩效。研究从JD-R模型的视角,探索这一变革对销售人员的影响,以及能够帮助他们更好应对这一变革的因素。通过245份来自零售业销售人员的问卷调查,研究发现展厅现象同时增加了销售人员的挑战性和阻碍性压力,并且挑战性压力增强了他们的创造力,而阻碍性压力则降低了创造力;客户导向加强了挑战性压力的中介作用,减弱了阻碍性压力的中介作用;创造力促进了销售绩效。

With the development of multi-channel in retail business and mobile electronic technology,the phenomenon of showrooming is becoming more and more common,and is seriously striking the performance of physical stores.From the perspective of JD-R model,this research explores the influences of this change on salespeople,and individual factors that help them cope with the situation.With a sample of 244 salespeople,and the method of questionnaire survey,the study finds that the perception of showrooming would simultaneously enhance salespeople’s challenge and hindrance stressors,and challenge stressors increase creativity while hindrance stressors reduce it.In addition,customer orientation strengthens the mediating role of challenge stressors,while diminishes the mediating role of hindrance stressors.At last,salespeople’s creativity promotes sales performance.