판매원의 설득전술이 고객의 수용의도에 미치는 영향:-고객의 성별에 따른 차이를 중심으로- = The Influence of Seller’s Influence Tactics on Customers’ Adoption Intention - Focus on customer’s gender difference -

다국어 초록 (Multilingual Abstract)

This research investigated whether the Seller’s Adaptive Selling in the service encounter effects the customers’ behavior and attitude focused on customers’ perspectives. To verify the effect and perception of Selle’s Influence Tactics from customers’ perspective, an empirical study surveying with due regard to customers’ gender was conducted. That is to say, I would like to explore the different effects of Seller’s Influence Tactics on customers’ adoption intention in gender difference. Also this paper concerned with that how customers’ adoption intention affects further purchase intention. It was found from the result that non-coercive influence tactics (information exchange, ingratiation, inspirational appeal) increase customers’ adoption intention. On the contrary, the recommendation, promises, and loss mention of coercive influence tactics decreases customers’ adoption intention. Second, the result indicated a significant difference of gender on customers’ adoption intention. Men’s perception of Seller’s Influence Tactics was positive about information exchange and promises, and women’s perception was positive about recommendation. For women, it is good for high adoption intention that seller uses ingratiation and inspirational appeal tactics. Also loss mention and inspirational appeal have a greater positive impact on men than women. Forth, customer who has high adoption intention has a higher rate of purchasing.

국문 초록 (Abstract)

본 연구에서는 판매원과 고객이 만나는 서비스접점에서 판매원의 적응적 판매가 고객의 행동과 태도에 미치는 영향을 고객 관점에 초점을 두고 살펴보고자 한다. 이를 위해 고객의 관점에서 판매원의 설득전술에 대한 지각과 영향을 살펴보고자 하며 또한 이를 고객 성별요인을 고려하여 분석하고자 한다. 즉 고객의 성별에 따라 판매원의 판매설득전술이 수용의도에 미치는 영향에 차이가 있는지를 검증하고자 한다. 또한 판매원의 제안이나 설득에 대한 고객의 수용의도가 향후 제품과 서비스에 대한 구매의도에 어떠한 영향을 미치는지를 검증하고자 한다.
연구결과 첫째, 판매원의 설득전술 중 비강압적 설득전술인 정보제공전술, 고객환심사기전술, 그리고 감성자극전술은 고객의 수용의도를 높이는 것으로 나타났다. 반대로 강압적 설득전술인 제안설득전술, 약속전술, 그리고 손실언급전술은 고객의 수용의도를 감소시키는 것으로 나타났다. 둘째, 성별에 따른 차이를 살펴본 결과 판매원의 설득전술이 고객의 수용의도에 미치는 영향에 있어 두 집단간 유의한 차이를 보였다. 남성들은 여성들에 비해서 정보제공전술과 약속전술에 대해 더 긍정적인 반응을 보이는 것으로 나타났고 제안설득전술은 남성보다 여성에게 더 긍정적인 영향을 미치는 것으로 나타났다. 여성 고객들은 남성고객들보다 그들의 가치관과 신념, 또는 감정에 호소하는 감성자극 전술을 제시하는 것이 판매원의 설득에 대한 수용의도가 더 높아지는 것으로 나타났다. 또한 손실언급전술과 고객환심사기전술은 여성고객들보다 남성고객들에게 더 긍정적인 영향을 미치는 것으로 나타났다. 넷째, 판매원의 설득전술에 대해 높은 수용의도를 갖는 고객은 높은 구매의도를 보이는 것으로 나타났다.

참고문헌 (Reference)

• 1 김상덕, "힘의 불균형과 상호의존성이 제조업체의 소매업체에 대한 영향전략에 미치는 영향-관계기간의 조절효과를 중심으로" 한국마케팅관리학회 11 (11): 21-37, 2006
• 2 유소이, "휴대폰서비스에 대한 소비자의 불평행동유형과 불평행동 후 만족에 관한 연구" 한국소비자학회 13 (13): 7-168, 2002
• 3 윤성준, "화장품 제품의 구매동기, 구매체험, 충동구매에 있어서 성별차이와 관여도의 조절효과" 한국문화산업학회 12 (12): 5-30, 2012
• 4 김종영, "한국·미국·일본 제조업체의 의존성이 영향전략과 장기지향성에 미치는 효과" 한국통상정보학회 12 (12): 183-211, 2010
• 5 조현진, "프랜차이즈 본부와 가맹점간의 내부정치가 결속 및 관계성과에 미치는 영향" 한국유통학회 10 (10): 27-47, 2005
• 6 김중인, "패밀리레스토랑의 잠재고객 집단에서 신규고객유치를 위한 서비스품질의 각 차원이 고객만족에 미치는 영향: PLS 다중집단분석을 이용한 성별의 조절효과" 한국마케팅관리학회 18 (18): 115-141, 2013
• 7 김혜인, "청소년 소비자의 과시소비성향에 관한 연구" 대한가정학회 41 (41): 145-156, 2003
• 8 이명국, "지속적 관여와 정황적 관여하에서의 소비자 정보탐색방식 및 정보탐색방식별처리정도" 한국기업경영학회 9 : 365-388, 1998
• 9 전달영, "중국 가전유통경로에서 한국제품 현지 판매업체와 도매업체간 갈등 및 영향전략이 성과에 미치는 영향: 관계 질의 조절효과" 한국유통학회 16 (16): 1-32, 2011
• 10 서문식, "인터넷 쇼핑에 있어 성별에 따른 감정적 반응의 종단적 연구" 한국경영학회 33 (33): 2-2, 2004
• 11 노원희, "유통업체의 영향전략이 소매업체의 기회주의 성향에 미치는 영향: 신뢰의 조절효과를 중심으로" 한국마케팅학회 25 (25): 41-63, 2010
• 12 오영애, "유통경로상의 지배구조형태와 영향전략이 신뢰에 미치는 영향" 1 (1): 85-114, 1996
• 13 천덕희, "온라인 여행업의 e-서비스품질이 신뢰와 몰입 및 구매의도에 미치는 영향연구" 한국고객만족경영학회 13 (13): 233-252, 2011
• 14 김상덕, "영향전략, 관계만족, 그리고 의존구조" 한국경영학회 38 (38): 51-73, 2009
• 15 송유진, "식품구매시 소비자의 지각된 위험이 안전의식과 안전추구행동에 미치는 영향력의 구조모형분석 - 서울과 상해소비자를 중심으로 -" 한국소비자학회 19 (19): 215-244, 2008
• 16 박진용, "수요환경의 변화와 경로구성원의 상호 영향전략" 대한경영학회 24 (24): 1095-1113, 2011
• 17 진양호, "성별에 따른 외식구매행동 비교연구 - 20대 초반 대학생을 중심으로 -" 한국조리학회 13 (13): 224-234, 2007
• 18 안아림, "성별과 성별-심리적 성별 기질 일치성이 쿠폰 사용 의도에 미치는 영향: 관여도의 조절 효과를 중심으로" 한국마케팅관리학회 17 (17): 95-114, 2012
• 19 최동궁과 추순진, "서비스접점에서의 고객반응; 문헌고찰 및 미래 연구방향" 5 (5): 29-53, 2000
• 20 서문식, "서비스접점에서 발생한 부정적 감정이 고객의 관계단절행동에 미치는 영향" 한국마케팅관리학회 11 (11): 55-80, 2006
• 21 유애리, "서비스접점에서 고객의 상황에 따른 판매원의 설득전략" 한국소비자학회 23 (23): 45-78, 2012
• 22 한정희, "서비스 가치 관점에서의 e-정보서비스 사용 의도에 관한 연구" 한국정보시스템학회 13 (13): 97-119, 2004
• 23 이윤금, "대학생의 과시소비성향과 관련요인 연구" 37 (37): 19-29, 1999
• 24 주문자, "대학생 소비자의 충동구매성향에 대한 인과적 분석: 인구통계학적 변인, 신용카드 관련 변인, 플로우 개념을 중심으로" 한국가정관리학회 22 (22): 47-58, 2004
• 25 송지준, "논문작성에 필요한 SPSS/AMOS 통계분석방법" 21세기사 2008
• 26 성민, "네트워크 특성이 비강압적 영향전략과 갈등에 미치는 영향: 관계적 유통경로 상황과 환경의 다양성을 중심으로" 한국마케팅학회 27 (27): 197-221, 2012
• 27 McGuire, William J, "Theoretical Foundations of Campaigns" 2 (2): 43-65, 1989
• 28 Frazier, Gary L, "The Use of Influence Strategies in Interfirm Relationships in Industrial Product Channels" 55 (55): 52-69, 1991
• 29 Bennett, Peter D, "The Role of Confidence in Understanding and Predicting Buyers' Attitudes and Purchase Intentions" 2 : 110-117, 1975
• 30 Till, Brian D, "The Match-up Hypothesis : Physical Attractiveness, Expertise, and The Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs" 28 (28): 1-13, 2000
• 31 Maheswaran, Durairaj, "The Influence of Message Framing and Issue Involvement" 27 (27): 361-367, 1990
• 32 Brizendine, Louann M. D, "The Female Brain" Broadway Books 2007
• 33 Shamdasani, Prem, "The Efficacy of Power and Influence Strategies in a Conventional Channel : A Singapore Perspective" 16 (16): 21-38, 2001
• 34 Mayo, Donna T, "The Differential Effects of The Uses of Power Sources and Influence Strategies on Channel Satisfaction" 6 (6): 16-25, 1998
• 35 Gaski, John F, "The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel" 22 (22): 130-142, 1985
• 36 Churchill, Gilbert A. Jr, "The Determinants of Salesperson Performance : A Meta-Analysis" 22 (22): 103-118, 1985
• 37 Maccoby, Eleanor E, "Socialization in The Context of the Family : Parent-Child Interaction" 4 (4): 1-101, 1983
• 38 Cobb, Sidney, "Social Support as A Moderator of Life Stress" 5 : 300-317, 1976
• 39 Campbell, Colin, "Shopping, Pleasure and the Sex War, Shopping Experience" 1997
• 40 Rust, Roland T, "Service Marketing" Harper Collins 1996
• 41 Bagozzi, Richard P, "Salesforce Performance and Satisfaction as a Function of Individual Difference, Interpersonal, and Situational Factors" 15 (15): 517-531, 1978
• 42 Stone, Robert N, "Risk : Is It Still Uncertainty Times Consequences?" 261-265, 1987
• 43 Crosby, Lawrence A, "Relationship Quality in Services Selling : An Interpersonal Influence Perspective" 54 (54): 68-81, 1990
• 44 Homburg, Christian, "Personal Characteristics as Moderators of The Relationship Between Customer Satisfaction and Loyalty-An Empirical Analysis" 18 (18): 43-66, 2001
• 45 Frazier, Gary L, "Perceptions of Interfirm Power and Its Use within a Franchise Channel of Distribution" 23 (23): 169-176, 1986
• 46 Davis, Fred D, "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology" 13 (13): 319-340, 1989
• 47 Midgley, David F, "Patterns of Interpersonal Information Seeking for the Purchase of a Symbolic Product" 20 (20): 74-83, 1983
• 48 Leifer, Richard, "Organizational/Environmental Interchange : A Model of Boundary Spanning Activity" 3 (3): 40-50, 1978
• 49 Duncan, Jack W, "Organizational Behavior, Boston Houghton Mifflin Compacy, In Consumer behavior" Dryder 1995
• 50 Kim, Keysuk, "On Interfirm Power, Channel Climate, and Solidarity in Industrial Distributor-Supplier Dyads" 28 (28): 388-405, 2000
• 51 Kochanska, Grazyna, "Mother-Child Mutually Positive Affect, The Quality of Child Compliance to Requests and Prohibition, and Maternal Control as Correlates of Early Internalization" 66 : 235-254, 1995
• 52 Fischer, Eileen, "More Than a Labor of Love : Gender Roles and Christmas Gift Shopping" 17 : 333-345, 1990
• 53 Schaffer, H. Rudolph, "Maternal Control Techniques in a Directed Play Situation" 50 : 989-996, 1979
• 54 Kotler, Philip, "Marketing for Hospitality and Tourism" Prentice-Hall 1996
• 55 Kotler, Philip, "Market management, Analysis, Planning and Control" 1997
• 56 Sanchez-Hernandez, "Linking Functional and Relational Service Quality to Customer Satisfaction and Loyalty : Differences between Men and Women" 106 (106): 598-610, 2010
• 57 Frazier, Gary L, "Interfirm Influence Strategies and Their Applications within Distribution Channels" 48 (48): 43-55, 1984
• 58 Spiro, Rosann L, "Influence Use by Industrial Salesmen : Influence-Strategy Mixes and Situational Determinants" 52 (52): 435-455, 1979
• 59 McFarland, Richard G, "Influence Tactics for Effective Adaptive Selling" 70 (70): 103-117, 2006
• 60 Boyle, Brett A, "Influence Strategies in Marketing Channels: Measures and Use in Different Relationship Structures" 29 (29): 462-473, 1992
• 61 Collaer, Marcia L, "Human Behavioral Sex Differences : A Role for Gonadal Hormones During Early Development?" 118 (118): 55-107, 1995
• 62 Tannen, Deborah, "Gender Differences in Topical Coherence : Creating Involvement in Best Friends' Talk" 13 (13): 73-90, 1990
• 63 Laroche, Michel, "Gender Differences in Information Search Strategies for a Christmas Gift" 17 (17): 500-522, 2000
• 64 Meyers-Levy, Joan, "Gender Differences in Information Processing: a Selectivity in terpretation, In Cognitive and Affective Responses to Advertising" Lexington Press 1989
• 65 Darley, William K, "Gender Differences in Information Processing Strategies : An Empirical Test of The Selectivity Model in Advertising Response" 24 (24): 41-56, 1995
• 66 Forsythe, Sandra, "Gender Difference and Online Purchasing Behavior"
• 67 Stephanie, Dellande, "Gaining Compliance and Losing Weight : The Role of the Service provider in Health Care Services" 68 (68): 78-91, 2004
• 68 Mount, Michael K, "Five Reasons Why the 'Big Five’ Article has been Frequently Cited" 51 (51): 849-857, 1998
• 69 Beatty, Sharon E, "External Search Effort : An Investigation Across Several Product Categories" 14 (14): 83-95, 1987
• 70 Nysveen, Herbjorn, "Explaining Merchant Loyalty : Understanding The Influence of Gender and Shopping Motives" 82 (82): 177-188, 2005
• 71 Berenbaum, Sheri A, "Effects of Early Androgens on Sex Typed Activities and Interests in Adolescents with Congenital Adrenal hyperplasia" 35 : 102-110, 1999
• 72 Jensen, Larry C, "Do Men’s and Women’s World-Views Differ?" 68 : 312-314, 1991
• 73 Noble, Stephanie M, "Divers of Local Merchant Loyalty: Understanding The Influence of Gender and Shopping Motives" 82 (82): 177-188, 2006
• 74 Framing, William J, "Divergent Influence of Private and Public Self Consciousness in a Compliance Paradigm" 15 (15): 159-171, 1981
• 75 Pan, Yue, "Determinants of Retail Patronage : A Meta-analytical Perspective" 82 (82): 229-243, 2006
• 76 Payan, Janice M, "Decomposing Influence Strategies : Argument Structure and Dependence as Determinants of the Effectiveness of Influence Strategies in Gaining Channel Member Compliance" 69 (69): 66-79, 2005
• 77 Kale, Sudhir, "Dealer Perceptions of Manufacturer Power and Influence Strategies in a Developing Country" 23 (23): 387-393, 1986
• 78 Frazier, Gary L, "Dealer Dependence Levels and Reciprocal Actions in a Channel of Distribution in a Developing Country" 53 (53): 50-69, 1989
• 79 Bettencourt, Lance A, "Customer Voluntary Performance : Customers as Partners in Service Delivery" 73 (73): 383-406, 1997
• 80 Chen, Joseph S, "Cross-Cultural Differences in Travel Information Acquisition among Tourists from Three Pacificrim Countries" 24 (24): 239-251, 2000
• 81 Kramer, Mark R, "Creating Shared Value" 2011
• 82 Pickle, Hal B, "Consumerism, Product Satisfaction/ Dissatisfaction: An Empirical Investigation" 7 : 87-100, 1972
• 83 Jarvenpaa, Sirrka L, "Consumer Reaction to Electronic Shopping on the World Wide Web" 1 (1): 59-88, 1997
• 84 Assael Henry, "Consumer Behavior-A Strategic Approach" Houghton Mittlin Company 40-50, 2004
• 85 Bauer, Raymond A, "Consumer Behavior as Risk Taking, In Dynamic Marketing for Changing World" 398-, 1960
• 86 Walter, C. Glenn, "Consumer Behavior" Richard Irinwin 1978
• 87 Lytton, Hugh, "Compliance and Its Controlling Stimuli Observed in a Natural Setting" 11 : 769-779, 1975
• 88 Mohr, Jakki, "Communication Strategies in Marketing Channels: a Theoretical Perspective" 60 (60): 36-51, 1990
• 89 Whiting, Beatrice B, "Children of Different Worlds : The Formation of Social Behavior" Harvard university Press 1988
• 90 Petty, Richard E, "Central and Peripheral Routes to Advertising Effectiveness : The Moderating Role of Involvement" 10 (10): 135-146, 1983
• 91 Sheth, Jagdish N, "Buyer-seller Interaction : A Conceptual Framework" 3 (3): 382-386, 1976
• 92 Tushman, Michael L, "Boundary Spanning Individuals : Their Role in Information Transfer and Their Antecedents" 24 (24): 289-305, 1981
• 93 Fishbein, Martin, "Belief, Attitude, Intention and Behavior : An Introduction to Theory and Research" Addison-Wesley 1975
• 94 Biaggio, Mary Kay, "Anxiety Correlates of Sex-Role Identity" 32 : 619-623, 1976
• 95 Shaw, Jason D, "An Organization Level Analysis of Voluntary and Involuntary Turnover" 41 (41): 511-525, 1998
• 96 Lutz, Richard J, "An Exploration of the Effect of Perceived Social and Performance Risk on Consumer Information Acquisition" 1 (1): 393-405, 1973
• 97 Vincent, Mark, "An Experimental Investigation of Situational Effects on Risk Perception" 3 : 125-129, 1976
• 98 Noddings, Nel, "An Ethic of Caring and Its Implications for Instructional Arrangements" 96 (96): 215-230, 1988
• 99 Frazier, Gary L, "An Attitude-Behavior Framework for Distribution Channel Management" 49 (49): 38-48, 1985
• 100 Westbrook, Robert A, "An Analysis of Shopper Dissatisfaction for Major Household Appliances" 15 (15): 456-466, 1978
• 101 Festinger, Leon, "An Analysis of Compliant Behavior" Dryden 1953
• 102 김광석, "Adaptive Selling: 고객유형에 따른 소비자 분류와 마케팅 전략" 한국경영학회 38 (38): 669-693, 2009
• 103 Fodness, Dale, "A Typology of Tourist Information Search Strategies" 37 (37): 108-119, 1998
• 104 Mittal, Manish, "A Study of Psychological Reasons for Gender Differences in Preferences for Risk and Investment Decision Making" 8 (8): 45-60, 2011
• 105 Anderson, James C, "A Model of the Distributor Firm and Manufacturer Firm Working Partnerships" 54 (54): 42-58, 1990
• 106 Davies, Mark A. P, "A Model of Trust and Compliance in Franchise Relationships" 26 (26): 321-340, 2011
• 107 Dowling, Grahame R, "A Model of Perceived Risk and Intended Risk-handling Activity" 21 (21): 119-134, 1994
• 108 Lavidge, Robert J, "A Model for Predictive Measurements of Advertising Effectiveness" 25 (25): 59-62, 1961
• 109 Gabbott, M, "A Empirical Investigation of The Impact of Non-Verbal Communication on Service Evaluation" 34 (34): 384-398, 2000
• 110 Trawick-Smith, J, "A Descriptive Study of Persuasive Preschool Children : How They Get Others to do What They Want" 7 (7): 95-114, 1992
• 111 Bandyopadhyay, Soumava, "A Cross-Cultural Study of Influence Strategies and Satisfaction in Marketing Channels" 4 (4): 191-205, 1998