دانلود مقاله هوش فرهنگی و رفتار خرید سازگار در فروش
چکیده
مقدمه
مروری بر مطالعات پیشین و فرضیه ها
روش ها
نتایج
بحث
منابع
Abstract
Introduction
Literature review and hypotheses
Methods
Results
Discussion
References
چکیده
این مطالعه مکانیسم اساسی را بررسی می کند که سهم هوش فرهنگی (CQ) را در رفتارهای فروش تطبیقی در زمینه های فروش میان فرهنگی توضیح می دهد. این مطالعه از نظریه منبع شناختی استفاده می‌کند تا نقش واسطه‌ای مهارت‌های شایستگی مشتری را در توضیح اینکه چگونه هوش فرهنگی به رفتارهای فروش تطبیقی کمک می‌کند، بررسی کند. این مطالعه همچنین از نظریه نقش اجتماعی برای نشان دادن نقش تعدیل کننده جنسیت در اثربخشی هوش فرهنگی بر مهارت های شایستگی مشتری استفاده می کند. داده‌ها از 966 فروشنده صادراتی در سرزمین اصلی چین با استفاده از پرسشنامه جمع‌آوری شد و از مدل‌سازی معادلات ساختاری حداقل مربعات جزئی برای تجزیه و تحلیل داده‌ها استفاده شد. نتایج نشان داد که بین هوش فرهنگی و رفتارهای فروش انطباقی و همچنین یک اثر میانجی جزئی مهارت های شایستگی مشتری بر این ارتباط مثبت وجود دارد. علاوه بر این، رابطه مثبت بین هوش فرهنگی و مهارت‌های شایستگی مشتری در میان فروشندگان زن صادراتی قوی‌تر از همتایان مرد آنها بود.
توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.
Abstract
This study examines the underlying mechanism explaining the contribution of cultural intelligence (CQ) to adaptive selling behaviors in cross-cultural selling contexts. The study draws on cognitive resource theory in order to explore the mediating role of customer qualification skills in explaining how CQ contributes to adaptive selling behaviors. The study also uses social role theory to illustrate the moderating role of gender in the effectiveness of cultural intelligence on customer qualification skills. Data were collected from 966 export salespeople in mainland China using a questionnaire survey, and partial least squares structural equation modeling was used for the data analysis. The results revealed a positive association between cultural intelligence and adaptive selling behaviors, as well as a partial mediating effect of customer qualification skills on this positive association. Moreover, the positive relationship between cultural intelligence and customer qualification skills was found to be stronger among female export salespeople than their male counterparts.
Introduction
With the rapid development of globalization, cross-cultural selling has received increasing attention in the related literature. Cross-cultural selling refers to the interactions that a salesperson makes with a customer from a different culture in order to build a business relationship by successfully meeting the customer’s needs (Delpechitre & Baker, 2017). According to this definition, export selling can be regarded as cross-cultural selling, since export salespeople and their customers usually come from different cultures (Charoensukmongkol & Pandey, 2021). The cultural differences between export salespeople and foreign customers may cause misunderstandings and even potential conflicts, which can present difficulties and challenges in export selling processes. Scholars have argued that salespeople engaging in cross-cultural selling should acquire some cross-cultural competency in order to manage problems caused by cultural differences so that they can achieve satisfactory sales performance (Awan et al., 2018; Pandey & Charoensukmongkol, 2019). Cultural intelligence (CQ) has been proposed as a particularly critical cross-cultural competency for export salespeople experiencing complex encounters with customers from different cultures (Groves et al., 2015; Ott & Michailova, 2018). Therefore, developing an understanding of how CQ works in the context of cross-cultural selling will provide insights for sales organizations and salespeople aiming to improve cross-cultural performance.
Results and analyses
Before estimating the structural model, reliability and validity tests were conducted for all the reflective latent variables. Convergent validity was assessed using factor loadings. Factor loadings above 0.5 support satisfactory convergent validity (Hair, 2009); As shown in Table 2, results of factor loadings for all of the latent constructs were greater than 0.5, suggesting satisfactory convergent validity. Discriminant validity was assessed by comparing the square root of average variance extracted (AVE) with its corresponding correlations with other constructs. To achieve satisfactory discriminant validity, the square root of AVE for each construct must exceed its correlation with any other construct (Fornell & Larcker, 1981). The results shown in Table 3 confirmed that all the square roots of AVEs met this requirement, suggesting satisfactory discriminant validity. Third, construct reliability was assessed using Cronbach’s alpha coefficient and composite reliability coefficient. Both coefficients should be higher than 0.7 (Nunnally, 1978). The results presented in Table 3 indicated that Cronbach’s alpha coefficient and composite reliability coefficients of all reflective constructs met the requirement.