再探銷售人員目標導向對行為績效之影響：銷售經驗及上司家長式領導的干擾角色_

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題名：	再探銷售人員目標導向對行為績效之影響：銷售經驗及上司家長式領導的干擾角色
書刊名：	輔仁管理評論
作者：	陳嵩／陳光偉／林伶瑾／李佩芬
作者(外文)：	Chen, Song／Chen, Kuang-wei／Lin, Lin-chin／Lee, Pei-feng
出版日期：	2012
卷期：	19:2
頁次：	頁117-170
主題關鍵詞：	目標導向；行為績效；家長式領導；銷售經驗；Goal orientation；Behavioral performance；Paternalistic leadership；Sales experience
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(5) 博士論文(2) 專書(0) 專書論文(0) 排除自我引用:3 共同引用:281 點閱:223

在商業組織裡，銷售人員是創造營收及產生成本的主要來源，因此如何有效管理、並激勵銷售人員在角色內、外行為上投入更多心力，一直是學術界及企業界關注的焦點。目前已有研究者依據教育心理學的成就動機理論，探討銷售人員目標導向與銷售行為的關係，但往往得到不一致的研究發現。本研究延伸過去的研究，並依據目標均衡發展的觀點，首先探討銷售人員目標導向 (包括學習導向、趨向表現導向、及迴避表現導向) 對行為績效 (包括角色內行為-銷售行為、及角色外行為—組織公民行為) 之影響，其次推論銷售經驗及上司家長式領導 (包括威權及仁慈領導) 的干擾角色，並以台南地區壽險業的271 位第一線業務人員為問卷調查實證對象。結構方程模式分析結果顯示，銷售人員愈傾趨向表現導向或上司愈傾低威權領導，銷售人員學習導向對行為績效的正向影響愈強烈。此外，在高銷售經驗或高學習導向的情況下，銷售人員的趨向表現導向對行為績效呈顯著正向影響；在低銷售經驗或低學習導向的情況下，銷售人員的趨向表現導向對行為績效呈負向影響。再者，在上司低仁慈領導的情況下，銷售人員的迴避表現導向才會對組織公民行為產生顯著負向影響。最後研究者依據實證結果提出管理建議供企業主管參考。

以文找文

The salesperson is a major revenue-producing and cost-generating factor in most business enterprises. Consequently, understanding the way to manage and motivate salespeople to devote extra effort to their in-role and extra-role behaviours has long been a topic of research interest to academicians and practitioners. Guided by achievement motivation theory, there were much research examining the relationships between salespersons’ goal orientation and selling behaviours, but have found inconsistent results. The present study extended precious research and re-examined the relationships of salespersons’ goal orientation (including learning, performance-approach and performance-avoidance orientation) to their behavioural performance (including in-role selling behaviours and extra-role organizational citizenship behaviours) from the view of balance of both learning and performance-approach orientation, as well as explored the moderating roles of sales experience and supervisors’ paternalistic leadership (including benevolence and authoritarianism leadership). Two hundreds and seventy-one sales employees from five life insurance firms in Taiwan were sampled as subjects. Results of structural equation modeling demonstrated that the positive relationships between learning orientation and behavioral performance was stronger for individuals with high performance-approach orientation or leaded by low authoritarianism leadership than for those with low performance-approach orientation or leaded by high authoritarianism one. The findings also showed that the relationship of performance-approach orientation to behavioral performance were significantly positive for individuals with high sales experience or high learning orientation, but these relationships became negatively for those with low sales experience or low learning orientation. In addition, a significantly negative relationship between performance-avoidance orientation and organizational citizenship behaviours was found for salesperson leaded by low benevolence leadership. Finally, managerial implications for managers and directions for future research are suggested.

以文找文

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102.	Meece, Judith L.、Blumenfeld, Phyllis C.、Hoyle, Rock H.(1988)。Students' Goal Orientations and Cognitive Engagement in Classroom Activities。Journal of Educational Psychology，80(4)，514-523。
103.	鄭伯壎、周麗芳、樊景立(20001200)。家長式領導：三元模式的建構與測量。本土心理學研究，14，3-64。延伸查詢
104.	Podsakoff, Philip M.、Organ, Dennis W.(1986)。Self-Reports in Organizational Research: Problems and Prospects。Journal of Management，12(4)，531-544。
105.	Wang, A. C.、Cheng, B. S.(2010)。When Does Benevolent Leadership Lead to Creativity? The Moderating Role of Creative Role Identity and Job Autonomy。Journal of Organizational Behavior，31(1)，106-121。
106.	Kristof-Brown, Amy L.、Zimmerman, Ryan D.、Johnson, Erin C.(2005)。Consequences of Individual's Fit at Work: A Meta-analysis of Person-job, Person-organization, Person-group and Person-supervisor Fit。Personnel Psychology，58(2)，281-342。
107.	Kristof, Amy L.(1996)。Person-organization fit: An integrative Review of its conceptualizations, measurement, and implications。Personnel Psychology，49(1)，1-49。
108.	Gardner, Donald G.、Pierce, Jon L.(2004)。Self-esteem within the Work and Organizational Context: A Review of the Organization-based Self-esteem Literature。Journal of Management，30(5)，591-622。
109.	Dweck, Carol S.、Leggett, Ellen L.(1988)。A social-cognitive approach to motivation and personality。Psychological Review，95(2)，256-273。
110.	Piercy, Nigel F.、Cravens, David W.、Lane, Nikala(2003)。Sales Manager Behavior Control Strategy and Its Consequences: The Impact of Manager Gender Differences。Journal of Personal Selling & Sales Management，23(3)，221-237。
111.	O'Connell, M. S.,、Doverspike, D.,、Norris-Watts, C.、K. Hattrup(2001)。“Predictors of Organizational Citizenship Behavior among Mexican Retail Salespeople”。The International Journal of Organizational Analysis，9(3)，272-280。
112.	Chiaburu, Dan S.、Marinova, Sophia V.、Lim, Audrey S.(2007)。Helping and Proactive Extra-Role Behaviors: The Influence of Motives, Goal Orientation, and Social Context。Personality and Individual Differences，43(8)，2282-2293。
113.	Anderson, Erin、Oliver, Richard L.(1987)。Perspectives on Behavior-Based versus Outcome-Based Salesforce Control System。Journal of Marketing，51(4)，76-88。
114.	Dubinsky, Alan J.、Skinner, Steven J.(2002)。Going the Extra Mile: Antecedents of Salespeople's Discretionary Effort。Industrial Marketing Management，31(7)，589-598。
115.	Holmes, Terence L.、Srivastava, R.(2002)。Effect of Job Perceptions on Behaviors: Implications for Sales Performance。Industrial Marketing Management，31(5)，421-428。
116.	Jaramillo, F.、Mulki, J. P.(2008)。Sales Effort: The Intertwined Roles of the Leader, Customers, and the Salesperson。Journal of Personal Selling & Sales Management，28(1)，37-51。
117.	Chien Chun-Cheng、Hung, Shuo-Tsung(2008)。Goal Orientation, Service Behavior and Service Performance。Asia Pacific Management Review，13(2)，513-529。
118.	Koc Umut、Paksoy Mahmut、Omer Torlak.(2008)。How Do Extra-Role Behaviors Affect Salespeople's Performance? An Empirical Examination。Journal of Transactional Management，13(1)，58-76。
119.	Levy, Michael、Sharma, A.(1994)。Adaptive Selling: The Role of Gender, Age, Sales Experience, and Education。Journal of Business Research，31(1)，39-47。
120.	Viela, Belen B.、Varelaand, Gonzalez Jose A.、Ferrin, Pilar F.(2008)。Person-Organizational Fit, OCB and Performance Appraisal: Evidence from Matched Supervisor-Salesperson Data Set in a Spanish Context。Industrial Marketing Management，37(8)，1005-1019。
121.	Sturman, M. C.(2003)。Searching for the inverted u-shaped relationship between time and performance, tenure/performance, and age/performance relationships。Journal of Management，29(5)，609-640。
122.	Grant, H.、Dweck, C. S.(2003)。Clarifying achievement goals and their impact。Journal of Personality and Social Psychology，85(3)，541-553。

會議論文
1.	陳國雄(2008)。直銷商迴避目標導向對勤奮工作行為干擾效果之研究。第十三屆直銷學術研討會。台中：嶺東科技大學。延伸查詢
2.	李佩芬、陳嵩、張佑崇(2006)。組織環境及個人信念對銷售人員目標取向、銷售行為績效之影響--以不動產經紀人員為例。第九屆兩岸中華文化與經營管理學術研討會，(會議日期: 2006年7月7~9日)。延伸查詢
3.	Chou, L. F、Cheng, B. S.,、Farh, J. L.(2006)。Does employee’s authoritarian values matter: The effectiveness of people-related and task-related authoritarian leadership in China and Taiwan’s private business。Nanjing, China.。

研究報告
1.	鄭伯壎(2005)。家長式領導三元模式：現代轉化及影響機制(1/4)--家長式領導三元模式：構念修正與再驗證 (計畫編號：NSC94-2752-H-155-001)。延伸查詢
2.	鄭伯壎(1996)。家長權威與領導行為之關係探討 (計畫編號：NSC85-2413-H-002-005)。延伸查詢

學位論文
1.	黃亦莉(2008)。部屬家族取向、他人取向、與主管忠誠：家長式領導的調節效果(碩士論文)。台灣大學。延伸查詢
2.	蔡露醇(2009)。銷售人員目標取向、銷售行為與銷售績效之關係---情境觀點與實證(碩士論文)。崑山科技大學。延伸查詢
3.	賴又嘉(2008)。上司家長式領導對銷售人員銷售行為與組織公民行為之影響--以目標取向和信任為中介變項(碩士論文)。崑山科技大學。延伸查詢
4.	Hafsteinsson, L. G.(2004)。The Interactive Effects of Achievement Goals and Task Complexity on Effort, Mental Focus and Enjoyment(博士論文)。Virginia Polytechnic Institute and State University。
5.	Luo, X.(2003)。Antecedents of Salesperson Effectiveness and Efficiency Performance: A Data Envelopment Analysis(博士論文)。Louisiana Tech University。
6.	蔡明宏(2003)。銷售人員學習目標導向對其工作行為與回饋尋求的影響--以自我效能與面子傾向為干擾變項(碩士論文)。國立臺灣大學。延伸查詢
7.	Park, Ju-Young(1997)。The Role of Culture in Life Insurance Sales Process: Learning Goal Orientation and Motivated Reasoning in Adaptive Selling(博士論文)。University of Nebraska。

圖書
1.	Sharma, S.(2007)。From Passive Recipients to Active Co-producers。Follower-Centered Perspectives on Leadership (ix-xxxix)。Greenwich, CT：Information Age Publishing。
2.	Dillon, W. R.、Goldatein, M.(1994)。Multivariate Analysis: Methods and Applications。New York：John Wiley & Sons, Inc。
3.	Churchill, G. A.、Ford, N. M.、Walker, O. C. Jr.、Johnson, M. W.、Tanner, J. F. Jr.(2000)。Sales Force Management。Richard D. Irwin。
4.	吳靄書(1986)。企業人事管理--附個案研究。臺北：大中國圖書公司。延伸查詢
5.	Hersey, P.、Blanchard, K. H.(1977)。Management of Organizational Behavior。Englewood cliffs, NJ：Prentice-Hall。
6.	鄭伯壎(20050000)。華人領導：理論與實際。臺北：桂冠。延伸查詢
7.	Hofstede, Geert H.(1980)。Culture's consequences: International differences in work-related values。Beverly Hills, California：Sage。
8.	Organ, Dennis W.(1988)。Organizational Citizenship Behavior: The Good Soldier Syndrome。Lexington Press。
9.	Aiken, Leona S.、West, Stephen G.、Reno, Raymond R.(1991)。Multiple regression: Testing and interpreting interactions。Sage。
10.	Hair, Joseph F. Jr.、Anderson, Rolph E.、Tatham, Ronald L.、Black, William C.(1995)。Multivariate Data Analysis: with Readings。Prentice Hall。

其他
1.	廖瑞宜(20030602)。七年級生草莓族多抗壓性差，http://residence.educities.edu.tw/psydanny/news/920602.htm， 2013/06/30。延伸查詢

圖書論文
1.	House, R. J.、Dessler, G.(1974)。The path-goal theory of leadership: Some post hoc and a priori tests。Contingency Approaches to Leadership。Carbondale, Illinois：Southern Illinois University Press。
2.	鄭伯壎(2001)。組織文化與員工效能（二）：契合度與強度模式。組織文化：員工層次的分析。臺北：遠流出版公司。延伸查詢
3.	Farh, J. L.、Liang, J.、Chou, L. F.、Cheng, B. S.(2008)。Paternalistic Leadership in Chinese Organizations: Research Progress and Future Research Directions。Business leadership in China: Philosophies, theories, and practices。Cambridge University Press。
4.	Farh, Jiing-Lih、Cheng, Bor-Shiuan(2000)。A cultural analysis of paternalistic leadership in Chinese organizations。Management and organizations in the Chinese context。Macmillan。

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