판매원의 노력이 판매원 태도 및 구매의도에 미치는 효과: 편익 현저성의 조절효과

Abstract

In this study we examine how consumers' inference of motives for a salesperson's effort affects their perceptions of attitudes toward salespersons and purchase intention. Namely, we postulate that the reciprocity and inferred motives play an essential mediating role in the relationship between the salesperson's effort and the attitudes toward salesperson and purchase intention. Also, the benefit salience plays an essential moderating role in these relations. A model integrating salesperson's effort, psychological mechanism(reciprocity, suspicion), attitudes toward salesperson, purchase intention is tested using data of 215 young consumers. The results of the data analysis showed that the salesperson's effort positively influenced on the reciprocity and negatively influenced on the suspicion. Also, the reciprocity and suspicion have a significant impact on the attitudes toward salespersons. Also, attitudes toward salespersons positively influenced on the purchase intention. Above all, reciprocity toward salespersons was higher when the benefit salience was high(versus benefit salience low). The suspicion toward salespersons was higher when the benefit salience was low(versus benefit salience high).