[感谢seraphnirvana ]外文一篇

相似文件 换一批

是 否 +2 论坛币

k人 参与回答

经管之家送您一份

应届毕业生专属福利!

求职就业群

赵安豆老师微信：zhaoandou666

经管之家联合CDA

送您一个全额奖学金名额~ !

立即领取

感谢您参与论坛问题回答

经管之家送您两个论坛币！

+2 论坛币

谢谢大家的热心帮助，祝大家学习快乐！！！

扫码加我 拉你入群

请注明：姓名-公司-职位

以便审核进群资格，未注明则拒绝

分享0 收藏0 回帖

关键词：APH RAP Era Van 求助 外文

供参考，学习愉快

Title:Internet channel and perceived cannibalization: Scale development and validation in a personal selling context

Author(s):Dheeraj Sharma, Jule B. Gassenheimer

Journal:European Journal of Marketing

Year:2009;
Volume:43;
Issue:7/8;
Page:1076 - 1091;

DOI:10.1108/03090560910961524

Publisher:Emerald Group Publishing Limited

ISSN:0309-0566

Abstract:Purpose – The purpose of this paper is multifold. First, this study aims to proffer a psychometric scale to measure sales agent's perception of sales cannibalization due to the addition of an internet channel. Second, the study seeks to estimate the downstream impact of sales agents' perceived cannibalization (SPC) on two outcomes, namely, commitment and alienation from work. Third, it aims to examine the moderating role of environmental munificence in the relationship between SPC and the two outcomes.
Design/methodology/approach – The data for this study were collected from a contact pool of 2,108 insurance sales agents. A total of 511 valid responses were attained. Structural equation modeling was employed to examine the relationships posited in this study.
Findings – First, a multi-item scale was conceptualized and developed for measuring SPC. Second, the properties of the scale were assessed following procedures recommended by Churchill, Anderson, Gerbing, Bagozzi, and Yi. The scale demonstrated satisfactory reliability and validity. Third, SPC was shown to be not universally damaging to commitment. Rather, only under a low munificent environment does perceived cannibalization significantly reduce salespersons' commitment. Additionally, the severity of the influence of SPC on alienation from work increases in low munificent environment.
Research limitations/implications – The data for this study were collected using a single survey of insurance agents. Future researchers should attempt to examine the relationships posited in this study using a sample from a different industry.
Practical implications – While recognizing that the internet is here to stay and that strategic channel decisions will unlikely be made based on the views or psychological reactions of sales agents alone, incorporating the sales agent perspective does allow organizations to take a holistic view of their distribution system. This may be particularly important in view of multi-channel marketing, when a new marketing channel is employed to co-exist with the traditional sales force.
Originality/value – Previous conceptualizations of inter-channel cannibalization were all based on economic terms and, hence, were considered myopic by Porter. This study examines the psychological influence of the addition of an internet channel on sale agents' work related outcomes.

Keywords:Innovation, Job satisfaction, Marketing strategy, Sales, Sales force,

Article Type:Emerald Full Text Article