The Effects of Salesperson’s Social Capital on Sales Performance: Evidence from China

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본 연구는 변화하는 판매환경에서 판매원들의 새로운 역할을 정립하기 위한 핵심역량으로 판매원 창의성을 설정하고, 판매원 창의성에 영향을 미치는 선행요인과 결과변수를 살펴보았다.
판매원들의 창의성을 결정할 선행요인으로 사회적 자본의 차원을 공개적 의사소통, 신뢰문화, 비전의 공유로 나누고 각 차원들이 판매원의 창의성에 치는 영향의 정도를 확인하였다. 또한 판매원 창의성이 실제 판매성과로 이어지기 위한 적응적 판매의 역할도 확인하였다. 마지막으로 사회적 자본이 판매원의 창의성에 미치는 과정에서 자아존중감의 조절적 역할도 실증하였다.
중국의 판매원 607 명을 대상으로 구조화된 설문지를 통해 데이터를 수집하였고 이를 바탕으로 가설을 검증하였다. 가설검증결과, 첫째, 판매원이 지각한 사회적 자본은 판매원의 창의성에 긍정적 영향을 미치는 것으로 나타났으며, 둘째, 판매원의 창의성은 판매원의 적응적 판매행동에 긍정적 역할을 수행하는 것으로 나타났다. 셋째, 이 과정에서 판매원의 창의성은 사회적 자본과 적응적 판매행동 간의 매개적 역할을 하는 것으로 나타났다. 넷째, 판매원의 적응적 판매행동은 판매원들의 판매성과를 향상시키는 것으로 확인되었으며, 마지막으로 사회적 자본 중 비전공유와 판매원의 창의성 간의 관계는 자아존중감에 의해 조절되는 것을 확인되었다.
위와 같은 가설검증 결과를 바탕으로 디지털 시대 변화하는 판매원들의 역할을 파악하고 향후 판매원들이 배양해야 할 핵심역량은 어떤 것들이 있는지에 대한 실증적, 이론적 시사점을 제안하였다.|In recent years, offline sales are increasingly impacted by online sales. Maintaining the competitiveness of offline shopping malls has become a genuine problem, as malls face significant online sales competition. This thesis establishes the core strength of the new role of salespersons in today’s changing sales environment,
emphasizes salesperson creativity, and tests both independent factors and dependent variables affecting salesperson creativity.
The independent factor of social capital determines the creativity of a salesperson, and this dimension is divided into communication openness, trusting culture, and shared vision. Data on 607 Chinese salespersons were collected through a structured questionnaire, and relevant hypotheses were tested based on these data. The results show: First, social capital perceived by the salesperson has a positive impact on the salesperson’s creativity. Second, creativity plays a positive role in a salesperson’s adaptive selling. Third, in this process, salesperson creativity plays a mediating role between social capital and adaptive selling. Fourth, adaptive selling by the salesperson improves sales performance. Finally, the relationship between social capital and salesperson creativity is regulated by self-efficacy.
Based on the test results of the proposed hypotheses, this thesis grasps the role of salespersons in the digital era and puts forward empirical and theoretical clarifications of core factors salespersons should cultivate in the future.
Alternative Title
판매원의 사회적 자본이 판매성과로 연결되는 메커니즘에 관한 연구: 중국시장을 중심으로
Alternative Author(s)
조선대학교 일반대학원
일반대학원 경영학과
Awarded Date
Table Of Contents
Table of Contents i
List of Figures iv
List of Tables v
Abstract (English) vi
Abstract (Korean) viii

I. Introduction 1
1.1 Research Background 1
1.2 Research Objective 3
1.3 Structure of the Study 5
1.3.1 Main Research Contents 5
1.3.2 Research Objective 7
1.3.3 Technology Route 9

II. Theoretical Background and Literature Review 10
2.1 Research on the Social Capital 10
2.1.1 The Definition of Social Capital 10
2.1.2 The content of Social Capital 13
2.1.3 Dimension Research of Social Capital 17
2.1.4 Theoritial Basis Social Capital 24
2.1.5 Research on the Influence Variables of Social Capital 26
2.2 Research on the Salesperson Creativity 27
2.2.1 Creativity 27
2.2.2 Salesperson Creativity and Sales Performance 30
2.2.3 Research on the Influence Variables of Salesperson Creativity 30
2.3 Research on the Adaptive Selling 31
2.3.1 The Concept of Adaptive Selling 31
2.3.2 Dimensions of Adaptive Selling 32
2.3.3 Adaptive Selling and Sales performance 33
2.3.4 Study on the Influence Variables of Adaptive Selling 34
2.4 Research on the Self-efficacy 36
2.4.1 Concept of Self-efficacy 36
2.4.2 Self-efficacy and Sales Performance Performance 37

III. Research Model and Hypotheses Development 39
3.1 Conceputal Model of the Research 39
3.2 Development of Hypothesis 40
3.2.1 Relationship between Social Capital and Salesperson Creativity 40
3.2.2 Relationship between Salesperson Creativity and Adaptive Selling 43
3.2.3 Relationship between Sales Creativity and Sales Performance 44
3.2.4 Mediation between Adaptive Selling and Sales Performance. 46
3.2.5 Mediation Role of Salesperson Creativity between Social Capital and Adaptive selling 47
3.2.6 Role of Self-efficacy between Social Capital and Salesperson Creativit 48

IV. Research Methodology 50
4.1 Research Process 50
4.2 Research Design 50
4.3 Data Colletion 51
4.3.1 Data Source 51
4.3.2 Scale Development 52
4.4 Measurement 54

V. Empirical Analysis 60
5.1 Sample Characterisitict 60
5.2 Descriptive Statistics 62
5.2.1 Descriptive Statistics of Independent Variables 62
5.2.2 Descriptive Statistics of Salesperson creativity 64
5.2.3 Descriptive Statistics of Adaptive Selling 64
5.2.4 Descriptive Statistics of Sale Performance 64
5.2.5 Descriptive Statistics of Self-efficacy 65
5.3 Test of Rebliability and Validit 65
5.3.1 Reliability Test 65
5.3.2 Validity Testt 66
5.3.3 Correlation Analysis. 68
5.4 Hypothesis Testing 72
5.4.1 Direct Effect 72
5.4.2 Medictor Effect 74
5.4.3 Moderator Effect 75

VI. Conclusion and Implementation 86
6.1 Research Summary 86
6.2 Implications 88
6.2.1 Theoretical Research Conclusions 88
6.2.2 Empirical Research Conclusions 89
6.3 Limitation and Direction for Future Research 91

References 94

Questionnaire 118

Acknowledgment 124
조선대학교 대학원
안회철. (2022). The Effects of Salesperson’s Social Capital on Sales Performance: Evidence from China.
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General Graduate School > 4. Theses(Ph.D)
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