銷售人員目標導向對於自我效能及銷售績效表現之影響-以台灣生技產業之銷售人員為樣本的實證研究

Abstract

本研究探討銷售人員目標導向對於銷售自我效能及銷售績效表現之影響，並探討銷售經驗的可能調節效果。研究者以台灣生技相關產業之銷售人員為抽樣對象進行問卷調查，受訪對象包括: 藥廠、醫療器材公司、生技公司及相關協力廠商之銷售人員，共計有效問卷113份。研究結果顯示:1. 銷售人員的績效導向及銷售自我效能皆對銷售績效具正向影響，銷售人員的學習效果對銷售績效的預測效果則未獲支持；2. 銷售自我效能對於績效導向和銷售績效間的關係具中介效果；3. 銷售經驗在績效導向透過銷售自我效能影響銷售績效的路徑上具負向調節效果。亦即，對於低銷售經驗組而言，績效導向的強度會增強銷售自我效能，進而提升銷售績效；當銷售經驗增加時，績效導向透過銷售自我效能正向影響銷售績效的效果會減弱。文末，研究者討論學習導向與績效導向對銷售績效的長短期影響效果，並依據結果提出建議: 1. 甄選銷售人員時可先參考其績效導向，如能同時具備學習導向者更佳；2. 管理者進行任務分配時可參考銷售人員之目標導向，能有效提升自我效能進而提升銷售績效；3. 對於公司內部資深銷售人員可借重其銷售經驗為公司帶來更大的銷售績效。

This study examined the impact of salespeople's goal orientation on their sales self-efficacy and sales performance, as well as the potential moderating effect by sales experiences. The researchers conducted a survey targeting sales personnel in Taiwan's biotechnology-related industries, including pharmaceutical companies, medical devices companies, biotech firms, and related subcontractors, collecting a total of 113 valid questionnaires. The study results indicated that (1) Both performance orientation and sales self-efficacy positively affected sales performance, while the predictive effect of learning orientation on sales performance was not supported; (2) Sales self-efficacy mediated the relationship between performance orientation and sales performance; (3) Sales experiences negatively moderated the effect by performance orientation on sales performance via sales self-efficacy. In other words, for the low sales experiences group, their propensity of performance orientation enhanced sales self-efficacy, in results improving their sales performance, as compared to the high sales experiences group. But, as sales experiences increased, the positive effect of performance orientation on sales performance via sales self-efficacy decreased. Finally, the researchers discussed the short-term and long-term effects of learning orientation versus performance orientation on sales performance. The following recommendations are proposed: (1) When selecting sales personnel, candidates’ performance orientation should be considered, and it is even better if they also possess a high propensity of learning orientation; (2) Managers should consider salespeople’s goal orientation when assigning tasks to them to effectively enhance self-efficacy and sales performance; (3) Companies should leverage the sales experiences of senior sales personnel to achieve greater sales performance.