The moderating effect of salespersons' selling behaviour on shopping motivation and satisfaction: Taiwan tourists in China

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题名:	The moderating effect of salespersons' selling behaviour on shopping motivation and satisfaction: Taiwan tourists in China
作者:	Chang, Janet Yang, Bin-Tsann Yu, Chia-Gan
贡献者:	觀光系
关键词:	salesperson's selling behaviour Taiwanese tourists shopping motivation shopping satisfaction
日期:	2006
上传时间:	2009-11-20 11:52:37 (UTC+8)
摘要:	According to an official tourism report from China, Taiwan tourists' shopping expenditures were ranked number one in China. Taiwanese tourists place foremost emphasis on the quality of products and services they received from salespeople. However, research on Taiwanese shopping behaviour was still scant. The main research objective was to investigate the moderating effect of selling behaviour on shopping motivation and satisfaction in China. The results indicated that SOSB (service-oriented selling behaviour) had positive moderating effects on variety of products, quality of products, and shopping habits. PSOSB (product selling-oriented selling behaviour), on the contrary, elicited negative moderating effects on quality of products, uniqueness/good value and non-availability in Taiwan. Also, a salesperson's selling behaviour had a negative moderating effect on shopping motivation and satisfaction in terms of attractive prices. With reference to the fashion or novelty, no moderating effect was found on shopping motivation and satisfaction with either SOSB or PSOSB. Generalized Negativity Theory and Assimilation-Contrast Theory were used to explain the results. (c) 2005 Elsevier Ltd. All rights reserved.
關聯:	TOURISM MANAGEMENT Volume: 27 Issue: 5 Pages: 934-942
显示于类别:	[觀光事業學系暨研究所 ] 期刊論文

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