人格特質與直銷商業績表現關聯研究

Abstract

直銷業作為一種依賴個人銷售技巧和人際關係網絡的行業，其從業者必須具備良好的溝通能力、銷售技巧以及積極的工作態度。而大五人格理論提供了一個全面的框架來評估個體的性格特質，包括開放性、盡責性、外向性、親和性和神經質。本研究旨在進一步探討這些人格特質對直銷業業績的影響程度以及可能的作用機制。研究方法採用線上問卷調查方式，對直銷業從業者進行了包括大五人格特質與票選出的四種直銷職能進行測試，同時收集了他們的業績數據。通過對這些數據的統計分析，我們試圖找出不同人格特質對於業績的影響程度，以及可能存在的交互作用。研究結果顯示，由直銷從業人員主觀票選出來的四項成功直銷職能（挫折容忍力、堅持力、同理心、熱情）在科學方式的客觀驗證後，的確與直銷業績表現之間存在高度關聯性。此研究結果對於直銷業的管理實踐具有一定的參考價值，同時也為相關領域的研究提供了一定的理論基礎和實證支持。As an industry that relies on personal sales skills and interpersonal networks, MLM business practitioners must have good communication skills, sales skills, and a positive work attitude. The Big Five personality theory provides a comprehensive framework to assess an individual's personality traits, including Openness, Conscientiousness, Extraversion, Agreeableness and Neuroticism. This study aims to further explore the impact of these personality traits on performance in the direct selling industry and the possible mechanisms. We used online questionnaires to conduct a Big Five personality trait test and four functions selected by voting for practitioners in the MLM business, and collected their performance data. Through statistical analysis of these data, we tried to find out the impact of different personality traits on performance, and possible interactions.The research results show that the four functions (frustration tolerance, persistence, empathy and enthusiasm) selected subjectively by MLM business practitioners are indeed related to MLM business performance after objective verification in a scientific way. There is a high correlation between them. The results of this study have certain reference value for the management practice of the MLM business, and also provide certain theoretical foundation and empirical support for research in related fields.