- Apply for Authority
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS
ISSN : 1738-3110
The Competencies of Sellers in e-Commerce and Innovative Sales Activities for Sales Performance
JUN, Jongkun
HYUN, Jae Hoon
- Downloaded
- Viewed
Abstract
Purpose: This study aims to identify the core competency of sellers on their sales performance in the context of e-commerce, and to verify the mediating effect of innovative sales activities. Research design, data, methodology: A questionnaire survey was carried out to 200 sellers in e-commerce. Exploratory factor analysis and reliability analysis for Cronbach's Alpha were performed to verify the validity and reliability of the and the regression analyses of 5,000 bootstrap samples were carried out to test hypotheses. Results: Based on the analysis, the elements of competencies of sellers in e-commerce such as self-control, trust-building, social interaction skills were positively related to the innovative sales activities and sales performances. Innovative sales activities also affected sales performances. Indirect effects of competencies of sellers on sales performance via innovative sales activities were partially effective depending on variables that brought practical implications. From a practical perspective, the valid competencies found in this study may be applied for the recruitment and selection of sellers. Conclusion: This study shed light on theories of e-commerce sales and sales practices by examining the competencies of sellers in e-commerce compared to those of traditional sellers and by revealing innovative sales activities as the effective mediator for sales performance.
- keywords
- e-Commerce, Competencies of Sellers, Innovative Sales Activities, Sales Performance
Reference
Ahearne, M., Jones, E., Rapp, A., & Mathieu, J. (2008). High Touch Through High Tech: The Impact of Salesperson Technology Usage on Sales Performance via Mediating Mechanisms. Management Science, 54(4), 671-685.
Aksoy, H. (2017). How do innovation culture, marketing innovation and product innovation affect the market performance of small and medium-sized enterprises (SMEs)? Technology in Society, 51, 133-141.
Avlonitis, G. J., & Panagopoulos, N.G. (2010). Selling and sales management: An introduction to the special section and recommendations on advancing the sales research agenda. Industrial Marketing Management, 39(7), 1045-1048.
Awadh, A. M., & Saad, A. M. (2013). Impact of Organizational Culture on Employee Performance. International Review of Management and Business Research, 2(1), 168-175.
Bhargava, H. K., & Choudhary, V. (2004). Economics of an information intermediary with aggregation benefits. Information System Research, 15(1), 22-36.
Bowen, F. E., Rostami, M., & Steel, P. (2010). Timing is everything: A meta-analysis of the relationships between organizational performance and innovation. Journal of Business Research, 63(11), 1179-1185.
Byegon, Gladys (2020). Linkage Between Self-Control, Financial Innovations and Financial Inclusion. A Moderated Mediation Analysis Across Levels of Financial Literacy. European Journal of Business and Management Research, 5(4), doi: https://doi.org/10.24018/ejbmr.2020.5.4.294
Chae, H., Koh, C. E., & Park, K. O. (2018). Information technology capability and firm performance: Role of industry, Information and Management, 55(5), 525-546.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK. International Journal of Electronic Commerce, 20(2), 261-289.
Chen, R., Zheng, Y., Xu, W., Liu, M., & Wang, J. (2018). Second hand seller reputation in online markets: A text analytics framework. Decision Support Systems, 108, 96-106.
Chen, S. T. (2015). Explicit competence, implicit competence, and job performance: The analysis of car salespeople in Taiwan, Journal of Management and Strategy, 6(3), 50-59.
Chen, X., Huang, Q., Davision, Robert M., & Hua, Z. (2015). What Drives Trust Transfer? The Moderating Roles of Seller-Specific and General Institutional Mechanism, Innovative Management and Business Performance, SymOrg, 2012, 1097-1104.
Coenen, M., & Kok, R. A. (2014). Workplace Flexibility and New Product Development Performance: The Role of Telework and Flexible Work Schedules. European Management Journal, 32(4), 564-576.
Ellis-Chadwick, F., & Doherty, N.F. (2012). Web advertising: The role of e-mail marketing. Journal of Business Research, 65, 843-848.
Faulds, D. J., Mangold, W. G., Raju, P. S., & Valsalan, S. (2018). The mobile shopping revolution: Redefining the consumer decision process. Business Horizons, 61(2), 323-338.
Gomber, P., Kauffman, R. J., Parker, C., & Weber, B. W. (2018). On the fintech revolution: Interpreting the forces of innovation, disruption, and transformation in financial services. Journal of Management Information Systems, 35(1), 220-265.
Greenwood, M., & Van Buren III, H. J. (2010). Trust and stakeholder theory: Trustworthiness in the organisation–stakeholder relationship. Journal of Business Ethics, 95(3), 425-438.
Gunday, G., Ulusoy, G., Kilic, K., & Alpkan, L. (2011). Effects of innovation types on firm performance. International Journal of Production Economics, 133(2), 662-676.
Gunzi, P., & Georges, L. (2010). Interpersonal Trust in Commercial Relationships: Antecedents and Consequences of customers Trust in the Salesperson. European Journal of Marketing, 44(1-2), 114-138.
Haffke, I., Kalgovas, B., & Benlian, A. (2017). The Transformative Role of Bimodal IT in an Era of Digital Business. Journal of Management Studies, 56(1), 235-254.
Hair, J., Black, B. B., Anderson, R., & Tatham, R. (2006). Multivariate Data Analysis (6th ed.). Upper Saddle River, NJ:Prentice-Hall.
Henning-Thurau, T., Gwinner, K. P., & Gremer, D. D. (2002). Understanding Relationship Marketing Out Comes: An Integration of Relational Benefits and Relationship Quality. Journal of Service Research, 4(3), 230-247.
Ingram, T. N., Laforge, R. W., & Leigh, T. W. (2002). Selling in the New Millennium: A Joint Agenda. Industrial Marketing Management, 31(7), 559-567.
Kane, G. C., Palmer, D., Phillips, A. N., Kiron, D., & Buckley, N. (2015). Strategy, not technology, drives digital transformation. MIT Sloan Management Review and Deloitte University Press, 14, 1-25.
Kannan, P. K. (2017). Digital Marketing: a Framework, Review and Research Agenda. International Journal of Research Marketing, 34, 22–45.
Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0:From Products to Customers to the Human Spirit, John Wiley and Sons: NJ.
Lucia, A. D., & Lepsinger, R. (1999). The Art and Science of Competency Models: Pinpointing Critical Success Factors in Organization, Jowwey-Bass/Pfeiffer.
Micheaux, A., & Bosio, B. (2019). Customer journey mapping as a new way to teach data-driven marketing as a service. Journal of Marketing Education, 41(2), 127-140.
Mu, J., & Zhang, J. Z. (2021). ‘Seller marketing capability, brand reputation, and consumer journeys on e-commerce platforms’, Journal of the Academy of Marketing Science, 49(5), 994-1020. doi: 10.1007/s11747-021-00773-3.
Naidoo, V. (2010). Firm survival through a crisis: The influence of market orientation, marketing innovation and business strategy. Industrial Marketing Management, 39(8), 1311-1320.
Newell, S. J., Belonax, J. J., McCardle, M., W., & Plank, R. E. (2011). The Effect of Personal Relationship and Consultative Task Behaviors on Buyer Perceptions of Salesperson Trust, Expertise, and Loyalty, Journal of Marketing Theory and Practice, 19(3), 307-316.
OECD. (2018). Oslo Manual 2018. (4th Edition ed.), Paris, France:OECD Publishing.
Ogilvie, J., Agnihotri, R., Rappa, A., & Trainor, K. (2018). Social media technology use and salesperson performance: A two study examination of the role of salesperson behaviors, characteristics, and training. Industrial Marketing Management, 75(11), 55-65.
Oh, Hyun S., Bae, Jin H., & Yoon, Jung E. (2010). A Study on The Core Competencies of Car Salespeople. Enterprise Education and Human Resource Research, 12(1), 41-68.
Oklander, M., Oklander, T., Yashkina, O., Pedko, I., & Chaikovska, М. (2018). Analysis of technological innovations in digital marketing. Eastern-European Journal of Enterprise Technologies, 5(3), 80-91.
Park, J. S., & Pyun, J. B. (2018). The Effect of Information Sharing and Capability-trust between A Buyer and Its Supplier on the Buyer’s Relationship Performance, Journal of the Korean Data Analysis Society, 20(6), 2967-2980.
Park, Chan W., Cho, A., & Ahn, Sung M. (2015). An exploratory study on the development of a competency model for B2B salespeople. Journal of Marketing Management Research, 20(3), 31-63.
Park, J. Y., & Park, J. E. (2016). The Effects of Marketing-Sales Interface of Salesperson on Effective Selling Behavior and Sales Performance. Journal of Eurasian Studies, 13(2), 39-63.
Pavleska, T., & Blažič, B. J. (2017). User bias in online trust systems: aligning the system designers’ intentions with the users’ expectations. Behaviour & Information Technology, 36(4), 404-421.
Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information Systems Research, 15(1), 37-59.
Raman, R., & Menon, P. (2018). Using social media for innovation–market segmentation of family firms, Industrial Marketing Management, 42(5), 744-754.
Spencer, L. M, & Spencer, S. M. (1993). Competency at Work:Models for Superior Performance. New York: John Wiley and Sun.
Stock, R. M., & Hoyer, W. D. (2005). An Attitude-Behavior Model of Salespeople’s Customer Orientation. Journal of the Academy of Marketing Science, 33(4), 536-552.
Sypniewska, B. A. (2013). Examination of the individual competencies that differentiate results in direct sales. Contemporary Economics, 7(1), 83-109.
Thorpe, S. J. (2011). Using storytelling in the facilitation of online groups, Group Facilitation. A Research and Applications Journal, 11, 24-39.
Wang, J., Cai, S., Xie, Q., & Chen, L. (2021). The influence of community engagement on seller opportunistic behaviors in e-commerce platform. Electronic Commerce Research, 1-29. https://doi.org/10.1007/s10660-021-09469-w
Wisker, Z. L., & Poulis, A. (2015). Emotional intelligence and sales performance. A myth or reality. International Journal of Business and Society, 16(2), 185-200.
Yeo, Chan K., Chang, Young K., & Kim, Jung S. (2021). The Effect of a Company’s Sales Capacity on Performance:Focusing on the Value Congruence between the Salesperson and the Company and the Behavior of the Salesperson. Journal of Channel and Retailing, 26(2), 53-77.
Zhao, Z., Wang, J., Sun, H., Liu, Y., Fan, Z., & Xuan, F. (2019). What factors influence online product sales? Online reviews, review system curation, online promotional marketing and seller guarantees analysis. IEEE Access, 8, 3920-3931.
Zhou, K. Z., & Li, C. B. (2010). How Strategic Orientations Influence the Building of Dynamic Capability in Emerging Economies. Journal of Business Research, 63(3), 224-231.
Zhuang, G., Xi, Y., & Tsang, S. L. (2010). Power, conflict, and cooperation: The impact of guanxi in Chinese marketing channels. Industrial Marketing Management, 39(1), 137-149.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations