The Effect Of Salesperson’s Parasocial Relationship With The Top Manager On Sales’ Selling Behavior From The Perspective Of Trust

Along with the change of market environment and rising sharply of competition in the market, which has brought more requirements to daily work of salesperson,require salesperson pay more and more attention to customers’ needs in order to dealing with all kinds of problems flexibly. The importance of the relationship between leader and member which have been confirmed by many scholars’ researches has significant influence on behaviors and performance of salesperson. However, top managers have little or even no direct contact and communication with salespersons. How does the relationship between them develop? And what will the development of this relationship bring? Parasocial interaction has been widely regarded as one of the emotional connection and communication mode by the researchers in the process of individual relationship development with others. This study attempts to explain the effect of parasocial relationship between top manager and salespersons on sales’ behaviors which mainly include two key behaviors the salesperson’s customer orientation behavior and adaptive selling behavior.This research takes the sales staff as the research subjects, and studies the effects of the parasocial relationship between the sales and the top managers on sales’ customer orientation and adaptive selling behavior. For further study, this study is also embedded in the model of organizational trust theory. Then, this study test the mediation of the trust between parasocial relationship and the behaviors of sales. In addition, this study also test the moderation mechanism of the psychological characteristic variable the attachment types of sales between parasocial relationship and sale’s behaviors.This study collected efficient 256 sales sample data and not only it has been proved that parasocial relationship has effects on customer orientation and adaptive selling, but the mediation mechanism of the trust. However, the hypothesis of moderation mechanism of attachment has been partially supported. And only the preoccupied type has the moderation.According to the research conclusions, this study also provides advice for the management mechanism of top manager, sales management mechanism and internal communication mechanism.However, this research have some defects that the deviation of the sample datacollection, deviation of measure and the setting of the research situation. These are expected to be improved in the future research.