• Management & Information Systems Review
• /
• v.38 no.4
• /
• pp.41-60
• /
• 2019

The purpose of this study is to investigate the effect of salesperson's adaptive selling tactics on consumers who purchase Small and Medium Enterprises' product with the help of salespeople in the store. Specifically, we examine whether salesperson's adaptive selling tactics affect consumers hedonic shopping value and utilitarian shopping value. Furthermore, we try to figure out the effect of shopping value on the salesperson relationship commitment and consumer product satisfaction. The subjects of this study have surveyed the consumers with experience in purchasing SME's products through salespeople in the Gyeongnam area. As data process, SPSS 21.0 was used as the analysis tool and AMOS 21.0 was used to analyze the structural equation model. The implications of these findings are as follows. First, the salesperson's role has a positive effect on the consumer's product satisfaction. Second, it can be suggested that the salesperson's adaptive selling tactics are an important variable affecting the consumer's shopping value. Third, the results on the consumers who have hedonic shopping value have a strong positive influence rather than the consumers who have the utilitarian shopping value. The adaptive selling tactics of the salesperson should be encouraged to increase sales performance. In order to generate more performance in a competitive market environment, it is necessary to continuously strive to increase contact between the salesperson and the consumer in order to improve the quality of the relationship.

• Journal of the Korea Convergence Society
• /
• v.11 no.6
• /
• pp.183-189
• /
• 2020

The objective of this research was to provide an objective and scientific basis for the effect of mid-advertising on viewers' rights by conducting an empirical study on how mid-program advertising affects viewer satisfaction and interest from the viewers' perspective. The experiment was conducted on 210 subjects to investigate the difference between viewers' interest in the program and purchase intention price. The results did not support the hypothesis that advertisements inserted in the middle of television programs would affect the dependent variables. The theoretical and practical implications of the mid-program advertisements on the interests of viewers were discussed.