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.

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