性別與風險忍受程度對銷售人員幫助行為意願的影響

Abstract

本研究主要探討銷售人員在沒有報酬、沒有額外補償的情況之下，基於何種原因願意付出心力幫助顧客。本研究以性別及銷售人員對於產品風險忍受程度的差異作為自變數，探討對應變數「銷售人員幫助行為意願」的影響；亦即男女銷售人員是否基於相同的動機幫助顧客？能夠忍受風險程度較高的銷售人員是否較願意幫助顧客？此處的風險忍受程度以銷售人員對於新產品促銷的意願為衡量標準，因為過去文獻指出：對於促銷未知新產品意願較高的銷售人員，即擁有較高的風險忍受程度。

本研究以迴歸分析作為主要的測量方法，搭配ANOVA、LSD分析人口統計資料對應變數間的影響。結果顯示性別對於銷售人員幫助行為意願的影響極小，而風險忍受程度則有顯著的影響，詳細的原因則列於內文中。本研究分析結果能提供銷售主管作為日後訓練銷售人員的方向；也提供有志成為超級銷售員的讀者一個努力目標。

This essay focuses on the importance of a Salesperson Helping Behavior under specific situations, for example no rewards, no extra bonuses. Does GENDER or RISK TOLERANCE influence Sales Helping Behavior Intentions? In other words, will a risk-loving salesperson do more SHB compared to a risk-averting one? Furthermore, what is the connection between gender and risk tolerance? The risk tolerance is defined as willingness to accept new product launching. Prior researches indicate that salespeople who are willing to do more new product promotions have higher risk tolerance.

This study uses regression analysis to discover the relationships among variables. By ANOVA and LSD comparison method, it explores the relations between demographics and variables. The results show that gender has minor influence on Sales Helping Behavior Intention, but risk tolerance has a distinctive influence. The explanations are listed in the content. The result provides sales managers with an orientation to train salespeople. Furthermore, it also provides new ideas for those who want to be super salespeople.