제품특성과 판매원의 동기간의 상호작용이 적응 판매행동에 미치는 영향

초록

In this study, the author develops and tests a model that incorporates the interaction effects of product characteristics (product complexity and brand differentiation) and salesperson's motivation (challenge orientation and compensation motivation) on his/her adaptive selling behaviors through emotional exhaustion based on job demand and resource model. As a form of job demand, brand complexity was proposed as a leading factor of salesperson's adaptive selling behavior through emotional exhaustion. Brand differentiation was also suggested as a job resource, encouraging salesperson's adaptive selling behavior. This study studies the interaction effect of salespersons motivation and product characteristics to examine the buffering and encouraging effects of salesperson's motivations. All measures were adapted from or developed based on prior research. Cross-sectional data for this study were collected from 1620 salespeople of multi-level marketing company. To analyze the data, a structural equation model procedure using LISREL 8.5 and hierarchical moderated regression were employed. Results show that a product complexity enhances and brand differentiation reduces emotional exhaustion. This results shows that product complexity can be viewed as unique job demand and brand differentiation can be regarded as job resource for salesperson. Furthermore, JD-R model provides a theoretical base in further studying the antecedent role of product characteristics on sales employee's adaptive selling behavior through emotional exhaustion. Next, we found the negative effect of emotional exhaustion on salesperson's adaptive selling behavior. The results of moderating effects show that challenge orientation reduces the negative effect of brand differentiation on emotional exhaustion. We also found that a negative effect of brand differentiation on emotional exhaustion decrease when salesperson has higher compensation orientation. These results support the notion that salesperson's motivations (challenge and compensation orientation) can be regarded as unique job resources for sales employees.

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