态度、社交媒体使用与销售人员工作绩效:基于理性行为理论与任务技术匹配理论  

Attitude,Social Media Use and Salesperson Work Performance:Based on the Theory of Reasoned Action and the Task-Technology Fit Theory

作　　者：宋竞 张敏 SONG Jing;ZHANG Min(School of Economics and Management,Southwest Jiaotong University,Key Laboratory of Service Science and Innovation of Sichuan Province,Chengdu 610031,China)

机构地区：[1]西南交通大学经济管理学院服务科学与创新四川省重点实验室,四川成都610031

出　　处：《信息系统学报》2023年第2期74-88,共15页China Journal of Information Systems

摘　　要：借鉴理性行为理论与任务技术匹配理论,本文考察了影响销售人员社交媒体使用的重要前因,以及社交媒体使用对其工作绩效所产生的影响.实证分析结果显示:销售人员对社交媒体有用性的态度会对社交媒体使用产生积极影响,且销售服务双元性进一步增强了这对关系的强度;客户关系质量在销售人员社交媒体使用与两类绩效之间起中介作用.在社交销售的背景下,社交媒体使用已成为影响销售人员工作绩效的重要前因.为了使个人特征、任务特征与技术特征更加匹配,企业应鼓励销售人员使用社交媒体与客户交互以增进客户关系质量,并且在筛选与培养销售人员时应注重有效评估和培养销售服务双元性.Drawing on the Theory of Reasoned Action and the Task-Technology Fit Theory,this study examines the important antecedent to social media use of salespersons,and the effects of social media use on salesperson work performance.The empirical results demonstrate that the salesperson's attitude towards the usefulness of social media positively affects his/her willingness to adopt work-related social media use,which is further enhanced by the salesperson's sales-service ambidexterity.Moreover,customer relationship quality plays a mediating role between social media use and two types of salesperson work performance.To improve the fit among individual characteristics,task characteristics and technological characteristics,companies should encourage salespersons to use social media to build and maintain high customer relationship quality,and attach more importance to assessing and cultivating sales-service ambidexterity when selecting and training salespersons.

关 键 词：社交媒体使用 客户关系质量 客户关系绩效 销售绩效 销售服务双元性 

分 类 号：C931.6[经济管理—管理学]