The Relationship between Salesperson’s Dress and Customer’s Price Sensitivity

• Main Authors: Hsieh,Ting-Hua, 謝庭華
• Other Authors: Mao, Hsiao-Yen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/35702300663757811327

博士 === 大葉大學 === 管理學院博士班 === 99 === 　　Previous literature indicated that physical factor was a one of the critical factors in affecting consumer purchasing decision-making. The physical factor refers to company’s physical appearance and product. However, the physical factors associated with salesperson have not been studied and the relationship between physical factors of sa-lesperson in terms of salesperson’s dress and consumer’s price sensitivity is still remained unclear. 　Therefore , the objectives of this study examined the relationship between salesperson’s dress and customer’s price sensitivity and further, to specify this relationship the mediating effects of corporate image, salesperson’s professional exper-tise and job involvement were also included 280, 222 customer’s each from clothes in-dustry and restaurant were selected and totally 502 interviewees were interviewed by 5 trained interviewers. Sex, age, educational attainment and income were taken as con-trolled variables based on past literature and the hierarchical regression was used in testing the research hypotheses. 　　The empirical results are as follows: The neatness of salesperson’s dress (either cleanness, tidiness or both) is signifi-cantly effecting to customer’s price sensitivity regardless uniform or informal dress. There is a mediating effect within the neatness of salesperson’s dress, customer’s perception towards corporate images, and price sensitivity of customers. There is also a mediating effect within the neatness of salesperson’s dress and cus-tomer’s perception towards salesperson’s expertise, and price sensitivity of customers. The mediating effect is existed within the neatness of salesperson’s dress and cus-tomer’s perception towards job involvement of salesperson, and price sensitivity of customers. Finally based above mentioned empirical results, the managers all implications and the suggestions for further study are also discussed.