Marketing Personnel May Be Self-achievement Goal Orientation And Job Performance Research

The purpose of the study was to explore the structure and function of the occupational possible selves. Based on possible selves theory, the previous research of home and abroad as well as the results of the open-ended and half open-ended questionnaire surveys, the occupational possible selves model applicable to marketing personnel was developed firstly. Then exerting technology of EFA (exploratory factor analysis)and CFA(confirmatory factor analysis), provides the Occupational Possible Selves Scale(OPSS), On this basis, the author probes into relations among possible selves ,achievement goal orientation and performance in the occupational field.Mainly discusses following two questions: (1) Is the possible self influence achievement goal orientation then influence performance ;Or achievement goal orientation influence possible self, then influence work performance;(2)The different type of achievement goal orientation (learning goal orientation, performance -approach performance-avoidance)detection with to hope self, fear self, the possible self balance as well as with different characteristic and performance whether do have corresponding the relations.The author measures 645 marketing personnel from some trading company in Beijing, Wuhan , Guangzhou by the Occupational Possible Selves questionnaire, Achievement Goal Orientation Questionnaire and Occupational Performance Questionnaire. Through the analysis to the investigation result, there search draws following conclusions:First, there are close relations among possible selves, achievement goal orientation and performance.Achievement goal orientation besides direct influence individual performance but also through possible self- indirect influence performance.Second, the different achievement goal orientation influence to hoped self and fear self is different, there is remarkable correlation between achievement goal orientation with fear self, and through fear self influence to the performance.Third, the different achievement goal orientation detection to possible selves balances influential, then affects performance.Fourth, the different achievement goal orientation and each kind of characteristic of hope self does not have corresponding the relations, the achievement goal orientation mainly through the influence which anticipated to the result further affects performance.