銷售人員之馬基維利傾向與銷售績效的關係：探討印象管理與勤奮工作的干擾效果

Abstract

回顧過去研究，對於銷售人員的人格特質與其各方面成功如：銷售績效、個人所得及工作滿足等之間都有討論，然而馬基維利傾向卻是較少被人討論的人格特質，雖然在國外已有學者針對此議題作探討，但是國家不同、產業不同所做出來的結果有可能異。 本研究以國內眼鏡連鎖產業銷售人員及顧客為研究對象，共152位受試者，針對銷售人員之馬基維利傾向與服務品質、工作滿足之間的關聯性做探討，研究結果顯示馬基維利傾向與前者呈顯著負相關，但與後者則之間的相關性則不存在。此外本研究再以印象管理及勤奮工作作為干擾因子，以探討此二變項對於馬基維利傾向與銷售業績之間關連性的干擾效果，研究結果顯示，勤奮工作對於馬基維利傾向與銷售業績之間具有干擾效果，但印象管理則否。而考慮三因子之間的交互作用時，則假設成立，即當銷售人員越勤奮工作且具有較佳之印象管理時，則馬基維利傾向與銷售業績的負關聯性將越弱。

In the past literature, there have been discussions of the relationships between salespeople’s personalities and sales successes in many aspects, e.g., sales performance, personal income, and job satisfaction. The literature, however, has neglected the trait of Machiavellianism. Also, findings from the Western literature on Machiavellianism may be different from those in Taiwan. The sample of the present research includes 82 glasses chain industry’s salespeople and 82 clients. It is aimed at examining relationships among salespeople’s Machiavellianism, impression management, hard work, and sales performance, service quality and job satisfaction. The result showed Machiavellianism and service quality are positively related, but no relationship was found between Machiavellianism and job satisfaction. I also found hard work exerted the moderating effect on the relationship between Machiavellianism and sales performance, but impression management did not. That is, when salespeople worked hard, plus if they had better impression management, then the negative relationship between Machiavellianism and sales performance became weak.