THE EFFECTS OF PRODUCT INNOVATIVENESS,CUSTOMER NEWNESS, SUBJECTIVE NORMS,ATTITUDES AND SELF-EFFICACY ON SALESPEOPLE INTENTION OF SELLING NEW PRODUCTS

• Main Authors: Mao-ming Huang, 黃茂民
• Other Authors: Prof. Pi-Chuan Sun
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/2t448b

碩士 === 大同大學 === 事業經營學系(所) === 106 === For most companies, developing and marketing the new products continuously, and let the company obtain the necessary profit is one of the key factors to sustainable operation in the future. British Innovative Economic Research Scholar, Freeman believed that it’s just waiting for death if you don’t innovate. In order to survive in a competitive society one needs to introduce new products to improve their own competitive advantages. This study uses the studies of Frank et al. (2010) and Frank et al. (2008) to explore the effect of product innovativeness, customer newness, subjective norms, attitudes, and self-efficacy on selling intentions. This study has targeted on sales in the firm of Taiwan and obtained a sample of 200 sales. This study uses SPSS to Analyzed with descriptive statistic, reliability analysis, validity analysis, and regression analysis. This study finds that product innovativeness, self-efficacy, subjective norms, and attitudes have significant positive effect on selling intentions; customer newness has significant negative effect on selling intentions. The most important is the self-efficacy has the more effect on selling intentions, the next are subjective norms and product innovativeness.