دانلود مقاله ISI انگلیسی شماره 27598
ترجمه فارسی عنوان مقاله

اثر تعدیل رفتار فروش فروشندگان 'در انگیزه خرید و رضایت: گردشگران تایوان در چین

عنوان انگلیسی
The moderating effect of salespersons’ selling behaviour on shopping motivation and satisfaction: Taiwan tourists in China
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
27598 2006 9 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Tourism Management, Volume 27, Issue 5, October 2006, Pages 934–942

ترجمه کلمات کلیدی
' رفتار فروش فروشنده - گردشگران تایوانی - انگیزه خرید - رضایت از خرید
کلمات کلیدی انگلیسی
Salesperson's selling behaviour,Taiwanese tourists, Shopping motivation,Shopping satisfaction,
پیش نمایش مقاله
پیش نمایش مقاله  اثر تعدیل رفتار فروش فروشندگان 'در انگیزه خرید و رضایت: گردشگران تایوان در چین

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.