Effect of Digital Selling Readiness on Salespeople’s Customer-Oriented Behavior Through Digital Literacy and Self-Efficacy

• 영문명: Effect of Digital Selling Readiness on Salespeople’s Customer-Oriented Behavior Through Digital Literacy and Self-Efficacy
• 발행기관: 한국유통과학회
• 저자명: Hyunseung NA Hangeun LEE Chankoo YEO
• 간행물 정보: 『유통과학연구(JDS)』제22권 제2호, 95~102쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.02.29

영문 초록

Purpose: This study systematically examined the concept of digital selling readiness of salespeople. Additionally, this study empirically confirms the sequential mediating roles of digital literacy and salesperson self-efficacy in the impact of digital selling readiness on customer-oriented behavior. Research design, data, and methodology: We collected data from salespeople at a Bank and Financial Service firm in South Korea. A total of 254 salespeople were invited to participate, with 154 surveys returned. After removing the questionnaires with missing values, 150 complete surveys were employed for the analysis. Results: The empirical analysis indicates that digital selling readiness positively affects digital literacy. Digital literacy, in turn, is positively associated with self-efficacy, leading to increased customer-oriented behaviors among salespersons. This study also confirms the sequential mediating effects of digital literacy and self-efficacy in the impact of salespeople’s digital selling readiness on customer-oriented behavior. Conclusions: Our research deepens the understanding of how digital selling readiness fosters customer-oriented behavior through the sequential mediating effects of digital literacy and self-efficacy. This study extends the previous model by sequentially involving digital literacy and self-efficacy to better understand the psychological processes of digital selling. The results highlight the role of digital selling readiness in preparing salespeople for digital sales.

목차

1. Introduction

2. Literature Review and Hypotheses Development

3. Methods

4. Conclusions

References

키워드

Digital Selling Digital Selling Readiness Digital Literacy Self-Efficacy Customer-Oriented Behavior