| Summary: | 碩士 === 嶺東科技大學 === 行銷與流通管理研究所 === 98 === In purchasing process, salespersons are as a bridge to connect the merchandises and consumers, who find out consumers’ consideration to provide the most suitable products to meet consumers’ needs through interacting with consumers. From consumer’s perspective, salespersons are on behalf of their company and products, as well as they are the key person to control if a product will be sold or not. Salesperson not only to provide product and service to meet the consumers’ various needs, but also eliminate all the consumers’ concerns and doubts. Therefore, this study aimed at how sales personal characteristics, sales behavior and relational quality affect on consumer’s purchase intention.
The study investigated the consumers purchasing products in Elife mall and Tsan Kuan Electric chain stores in central Taiwan. The survey was conducted by questionnaires. 365 questionnaires are collected. The results as follows: 1. Sales personal characteristics were positively related to sales behavior and relational quality. 2. By sales personal characteristics and sales behavior, salesperson can build up the relational quality with consumers. 3. Sales behavior and relational quality were positively related to consumer purchase intention. 4. Building up the relational quality will coordinately raise the consumer purchase intention.
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