The Effects of Personality Trait on Selling Intention:The Moderating Effect of Leadership Style

• Main Authors: Min-Cheng Yu, 余敏誠
• Other Authors: Kuang-Peng Hung
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/09574507251253982245

碩士 === 銘傳大學 === 企業管理學系碩士在職專班 === 100 === Rapidly changing and competitive environment of globalization of the semiconductor technology industry result in that the technology industry should have a better ability to adapt to excel and stand out in the intense challenges of the generations. During the development of semiconductor technology companies, selling activities gradually rely on distributors. Because semiconductor distributors salespeople have their different personality traits, it is important for enterprises to perform their talent well. To meet this target, it is necessary to understand the personality trait of each salesperson as much as possible. To enhance selling intention of salesmen, it’s the point that how leaders use an appropriate manner to affect the sales team. Thus, the sales staffs are all willing to work hard to achieve corporate goals and maintain a competitive advantage. The purpose of this study was to explore relationship between the personality traits and selling intention of semiconductor salesperson. Moreover, establish the structure and assumptions of this study based on its theoretical basis, and the appropriate choice of scale as a research tool. After analysis, it shows that personality of salespeople does affect selling intention. Neuroticism and extraversion personality trait will reduce sales of intention. Openness and rigor personality traits have a positive impact on selling intention. Leadership style for different personality traits salespeople and selling intention is influential. Transactional and charismatic leadership have a positive impact on selling intention of openness and rigor personality traits. Therefore, neuroticism and extraversion personality will reduce sales of intention.