A Study on the Determinants of Sales Behavior of Service Personnel

[[abstract]]第一線人員在服務業中扮演非常重要的角色，不僅是服務傳遞的關鍵因素，其銷售行為更是組織開創價值的第一步。本研究目的在探討資訊科技日新月異的環境背景下，第一線人員的科技接受態度、人力資源才能、認知有用性和銷售行為之間的關聯性。本研究以問卷作為實證調查工具，針對台灣數家保險服務業者和汽車經銷服務業者進行調查，有效回收336份問卷，以SPSS 19.0中文版軟體進行資料分析。結果發現：(1)服務業人員的科技接受態度會正向影響銷售行為；(2)服務業員工人力資源才能、高階主管人力資源才能會正向影響銷售行為；(3)服務業人員的認知有用性會正向影響銷售行為；(4)服務業員工、高階主管的人力資源才能會部分干擾科技接受態度與銷售行為之間正向關係；(5)服務業人員的認知有用性會部分干擾科技接受態度與銷售行為之間正向關係。 本研究結果能提供企業界對於內部施行資訊科技課程訓練之參考，並擬定更有效的管理策略。本研究最後除了討論研究發現與管理涵意，並對學術界及企業界提供若干建議與未來研究方向。[[abstract]]Front-line employees in the service sector play a very important role, not only are they a key factor in service delivery, their sales practices are the first step in the organization to create value. The purpose of this study was to explore relevance between front-line employees’ technology acceptance attitude, human resources competencies, perceived usefulness and selling behavior under the rapid development of information technology environment. In this study, a questionnaire survey was carried out among several insurance service providers and automotive distribution service providers in Taiwan. 336 valid questionnaires were collected and analyzed using the Chinese version of SPSS 19.0 software for data analysis. The results showed that: (1)Technology acceptance attitude of the service industry personnel has a significantl positive effect on selling behavior；(2)Human resources competencies of employees and executives in the service industry have significant positive effects on selling behavior；(3)Perceived usefulness of the service industry personnel has a significant positive effect on selling behavior；(4)Human resources competencies of employees and executives in the service industry partially interfere with the positive relationship between technology acceptance attitude and selling behavior；(5)Perceived usefulness of the service industry personnel partially interferes with the positive relationship between technology acceptance attitude and selling behavior。 The results of this study can be used as a reference for the internal purposes of the training of information technology courses and to develop more effective management strategies. Finally, this study discussed the findings and management implications, and provides suggestions for future research