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研究生:邱聖邦
研究生(外文):CHIU, SHENG-PANG
論文名稱:銷售人員特質對社群媒體使用及工作績效影響之研究-以企業市場為例
論文名稱(外文):A study on the effect of salespeople personality on social media usage and job performance- Take business market as an example
指導教授:謝國男
指導教授(外文):HSIEH, KUO-NAN
口試委員:陳志萍陳志賢
口試委員(外文):CHEN, CHIH-PINGCHEN, CHIH-HSIEN
口試日期:2022-06-22
學位類別:碩士
校院名稱:元智大學
系所名稱:經營管理碩士班(行銷學程)
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:中文
論文頁數:63
中文關鍵詞:企業市場銷售人員特質社群媒體使用社會銷售工作績效
外文關鍵詞:B2B MarketSalespeople personalitySocial media usageSocial sellingJob performance
相關次數:
  • 被引用被引用:1
  • 點閱點閱:168
  • 評分評分:
  • 下載下載:38
  • 收藏至我的研究室書目清單書目收藏:0
隨著網路的進步與社群媒體的出現,社群媒體改變了傳統買賣雙方的互動方式。許多B2B銷售人員都開始使用社群媒體進行銷售,銷售人員可以透過社群媒體與客戶進行資訊的交流和關係上的建立。但過往關於B2B銷售人員之研究主要是探討使用社群媒體對其績效之影響,較少探討銷售人員特質對社群媒體使用之關係和探討銷售人員使用社群媒體與客戶互動之過程並對其績效之影響。
本研究以企業對企業中的銷售人員為研究對象,並採用調查法,針對企業對企業之銷售人員進行問卷發放,總共回收340份有效問卷。使用SPSS對填答者的基本資料進行統計分析,並使用Smart PLS進行信效度分析及路徑分析。
研究結果顯示銷售人員外向性和顧客導向的特質對社群媒體使用有顯著影響;銷售人員使用社群媒體在訊息溝通及關係行為上有顯著影響;而訊息溝通與關係行為對銷售人員行為績效和銷售績效有顯著影響。可以得知B2B的銷售人員有外向性和顧客導向的特質時,對於社群媒體使用是正向顯著的,而B2B銷售人員使用社群媒體時,銷售人員確實會進行社會銷售與客戶進行資訊溝通以及關係行為並影響銷售人員的工作績效。
本研究建議B2B的企業可以在招聘銷售人員時可以依據人格特質量表徵選適合其企業之人才,特質為外向性及顧客導向的銷售人員是可以做為參考的建議,以及培養以顧客為導向的銷售人員,並且也可以給予銷售人員參加數位社群銷售的課程,學習網路業務技巧、學習社群媒體操作,如使用Line、FB連結更多潛在客戶,學習如何正確傳遞內容並建立顧客關係。
With the advancement of the Internet and the emergence of social media, social media have changed the traditional way of interaction between buyers and sellers. A great number of B2B salespeople start selling, information communication, and network building with customers via social media. Although research efforts have been placed on how social media can influence salespeople’s performance, studies on the process of the relationship between salespeople's personality and social media use, and salespeople interact with customers through social media and its impact on sales remain limited.
The questionnaire was conducted survey method to collect the data from salespeople in business-to-business market. In total, 340 valid questionnaires were returned. Descriptive statistics by using SPSS were employed to analyze the data collected. Smart PLS for reliability and validity analysis and path analysis. The results of the study indicate that the traits of extraversion and customer-orientation in salespeople are found to have a positive relationship with social media use. Salesperson's use of social media is found to have a positive relationship with information communication and network building. Also, information communication and network building are found to have a positive relationship with behavioral performance and sales performance. It can be known that when B2B salesperson is extroverted and customer-oriented, their use of social media is positively significant. When B2B salesperson uses social media, they will indeed carry out information communication and network building with customers and affect their work performance.
It is suggested that B2B companies can select talents suitable for their companies according to their personality traits when recruiting salespeople. Salespeople with extroverted and customer-oriented traits can be used as reference suggestions and companies can foster customer-oriented salespeople. We also suggest that B2B companies can give the salespeople to participate in digital community sales, learn online business skills, and learn to use social media such as Line and FB to connect more potential customers and establish customer relationships.

書名頁 i
論文口試委員審定書 ii
中文摘要 iii
英文摘要 iv
誌謝 v
目錄 vi
表目錄 viii
圖目錄 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 4
第二章 文獻回顧 5
第一節 社群媒體在B2B行銷之應用 5
第二節 社會銷售 8
第三節 銷售人員特質 11
第四節 研究架構與假說建立 13
第三章 研究方法與設計 20
第一節 研究方法 20
第二節 變數之操作性定義與衡量 22
第三節 資料分析方法 30
第四章 資料分析 32
第一節 敘述統計與人口結構 32
第二節 測量模式 35
第五章 結論與建議 40
第一節 研究結論 40
第二節 學術貢獻 43
第三節 實務意涵 45
第四節 研究限制與未來研究建議 46
參考文獻 47
附錄 61

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三、網路資料
99Firms(2020) . B2B Marketing Statistics . Retrieved from https://99firms.com/blog/b2b-marketing-statistics/#gref
Cherry, K., & Gans, S. (2018). What Are the Big 5 Personality Traits? Verywell Mind . Retrieved from https://www.verywellmind.com/the-big-five-personality-dimensions-2795422
Christina Newberry (2021) . Essential Tips and Tools for B2B Social Media Marketing . Retrieved from https://blog.hootsuite.com/b2b-social-media/
Coral Ouellette (2022) . Social Selling Statistics for 2022 (Includes Social Media Marketing!) . Retrieved from https://optinmonster.com/social-selling-statistics/
Digital (2022) . Another Year of Bumper Growth . Retrieved from https://wearesocial.com/uk/blog/2022/01/digital-2022-another-year-of-bumper-growth-2/
Digital in Taiwan (2022) . — DataReportal – Global Digital Insights . Retrieved from https://datareportal.com/reports/digital-2022-taiwan
Giamanco, B., & Gregoire, K. (2012) . Tweet me, friend me, make me buy. Harvard Business Review, 90(7), 89-93. Retrieved from https://hbr.org/2012/07/tweet-me-friend-me-make-me-buy
LINE Business Guide (Summary) (2021) . Marketing Solution Company LINE Corporation January-June 2021. Retrieved from https://www.linebiz.com/sites/default/files/media/jp/download/EN_LINE%20Business%20Guide_202101-06_summary.pdf
Minsky, L., & Quesenberry, K. A. (2016) . How B2B sales can benefit from social selling. Harvard Business Review, 8. Retrieved from https://hbr.org/2016/11/84-of-b2b-sales-start-with-a-referral-not-a-salesperson
Neal Schaffer (2022) . 55 Compelling Social Media Marketing Statistics You Need To Know For 2022 . https://nealschaffer.com/social-media-marketing-statistics/
Schimel, E. (2018) . , “Strategic social media is essential for driving B2B sales”, B2B News Network, May 16 2018 . Retrieved from https://www.forbes.com/sites/forbesagencycouncil/2018/03/22/strategic-social-media-is-essential-for-driving-b2b-sales/?sh=7e6fae341db0
Suarez C.c(2020) . Social Selling Guide: How to Generate Sales on Social Media . Retrieved from https://www.spiralytics.com/blog/social-selling-guide-how-to-generate-sales-on-social-media/
Weldon Long (2019) . Getting Over Your Fear of Cold Calling Customers . Retrieved from https://hbr.org/2019/02/getting-over-your-fear-of-cold-calling-customers
Hello Reporter (2021)‧後疫症時代,你不可不知的四大拓展客源新趨勢‧
取自https://www.helloreporter.io/post/b2bmarketing
Larry Lien(2022)‧B2B vs B2C 基礎經商思維,你的產品該如何賣 ? ‧
取自 https://www.hububble.co/blog/b2b-b2c
TenMax(2021)‧「建立關係」重於「銷售業績」?2021全球行銷人的策略佈局趨勢‧ 取自https://www.tenmax.io/tw/archives/27494
吳育宏(2021)‧業務最前線/B2B行銷 聚焦兩關鍵‧
取自 https://money.udn.com/money/story/8944/5357924
林庭宇(2021)‧B2B業務人員必備的銷售跟進技巧:如何與客戶保持對話、跟單不煩人?‧取自 https://abusensei.com/b2b-follow-up/
陳宥任(2021)‧什麼是B2B行銷?B2B行銷策略重點有哪些 ‧取自
https://inboundmarketing.com.tw/b2b%E8%A1%8C%E9%8A%B7/what-is-b2b.html
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