실물 제품의 구독 모델 전환에 따른 판매직원의 자기효능감 형성요인에 관한 탐색적 연구

초록

This study examines the psychological mechanism that drives salesperson performance during the transition from a traditional product sales to subscription-based business models. Specifically, it investigates the antecedents of sales self-efficacy in sales for home appliance product subscription and their influence on sales performance. A mixed-method approach was employed. First, in-depth interviews with salespeople were conducted to explore factors shaping sales self-efficacy in the subscription sales context. Content analysis identified two key antecedents, including perceived customer value of subscription services and perceived performance-based rewards. With those constructs, a survey of 84 salespeople was conducted to test our hypotheses. The results indicate that both perceived customer value and rewards positively influence sales self-efficacy. Furthermore, sales self-efficacy significantly increases the proportion of subscription sales within total sales performance. Mediation analysis also confirms that sales self-efficacy mediates the effects of these antecedents to subscription sales outcomes.

키워드