The Effect of Sale personnels'' Profession on Purchase Intention ：A Comparative Study of the Cognitive Gap Between Sales Personnels''s and Consumers~A Case of Children''s Apparel Industry.

• Main Authors: Hui-chen Fu, 傅惠貞
• Other Authors: Shih-Chieh Fang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/c9e6pz

碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 96 === This study focused on salespersons and buyers to explore the effects of salespersons’ professional competencies on buyers’ purchase intention. Salespersons’ professional competencies were defined as encompassing “professional knowledge”, “professional technique”, and “professional service”. This study was aimed to (1) explore the gap between salespersons’ perception of professional competencies and buyers’ expectation of professional competencies; (2) investigate the attributes associated with salespersons’ professional competencies; and (3) find out the attributes or factors affecting buyers’ perception of essential competencies of salespersons. Through a review of previous literatures, the research framework was developed. Hypotheses were then proposed on the basis of this framework. Later, a questionnaire survey was administered to salespersons and buyers of children garment living in northern Taiwan (north of Hsinchu) and southern Taiwan (south of Tainan). From the results of statistic analysis, the following conclusions were obtained: 1.There was a significant gap between salespersons and buyers in their perceptions of professional knowledge and professional service but not in their perceptions of professional technique. 2.Between salespersons in northern Taiwan and salespersons in southern Taiwan, there was a significant difference in their perceptions of professional knowledge, professional technique, and professional service. 3.No significant difference was observed between buyers in northern Taiwan and buyers in southern Taiwan in their perceptions of professional knowledge, professional technique, and professional service.