The effect of Sales personal characteristics, Sales Behavior and Relations quality on consumer’s Purchasing Intention
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,...
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ndltd-TW-098LTC006910112015-10-13T19:20:00Z http://ndltd.ncl.edu.tw/handle/56785506191774432471 The effect of Sales personal characteristics, Sales Behavior and Relations quality on consumer’s Purchasing Intention 銷售人員特質、銷售行為與關係品質對消費者購買意圖影響之研究 Wan-Chu Su 蘇琬筑 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. Dr. Tsung-Yu Chou Dr. Tarng-Ping Chen 周聰佑 博士 陳唐平 博士 2010 學位論文 ; thesis 108 zh-TW |
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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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author2 |
Dr. Tsung-Yu Chou |
author_facet |
Dr. Tsung-Yu Chou Wan-Chu Su 蘇琬筑 |
author |
Wan-Chu Su 蘇琬筑 |
spellingShingle |
Wan-Chu Su 蘇琬筑 The effect of Sales personal characteristics, Sales Behavior and Relations quality on consumer’s Purchasing Intention |
author_sort |
Wan-Chu Su |
title |
The effect of Sales personal characteristics, Sales Behavior and Relations quality on consumer’s Purchasing Intention |
title_short |
The effect of Sales personal characteristics, Sales Behavior and Relations quality on consumer’s Purchasing Intention |
title_full |
The effect of Sales personal characteristics, Sales Behavior and Relations quality on consumer’s Purchasing Intention |
title_fullStr |
The effect of Sales personal characteristics, Sales Behavior and Relations quality on consumer’s Purchasing Intention |
title_full_unstemmed |
The effect of Sales personal characteristics, Sales Behavior and Relations quality on consumer’s Purchasing Intention |
title_sort |
effect of sales personal characteristics, sales behavior and relations quality on consumer’s purchasing intention |
publishDate |
2010 |
url |
http://ndltd.ncl.edu.tw/handle/56785506191774432471 |
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