摘要
继"配音演员的声音对广告效果的影响研究"(见本刊2018年12期)之后,笔者聚焦于如何对销售人员的非结构化语音销售数据进行挖掘以提升在线语音交互情境下的销售说服效率问题,作为系列研究成果的一部分形成本文。笔者基于说服理论、修辞理论、前景理论等,通过梳理在线语音交互情境下的关键说服因素,构建了包含信息框架、语音特征、说服内容、顾客参与的FACI销售说服模型,以呼叫中心的真实非结构化语音销售数据为研究样本,采用文本分析、语音数据挖掘等大数据分析方法,对研究模型进行实证检验。研究结果表明:在线语音交互情境下的FACI销售说服模型表现出良好的解释作用和理论效度;在销售沟通中采取恰当的信息框架是提升说服效率的关键;通过恰当的声音表达能够激发顾客的共情与认同,对销售成功率的提升有显著的作用;销售人员设计恰当的说服内容策略,通过诉诸逻辑、诉诸专业与诉诸情感等说服技巧,可以有效传递产品信息、激发顾客需求、维护客户关系,进而提升销售说服效率。本研究通过FACI销售说服模型的构建和实证检验,拓展了经典销售说服理论,丰富了销售说服策略及产品销售等学术领域的相关文献,为企业优化在线服务、提升销售说服效率等实践活动提供了理论依据。
In the era of digital economy, how to improve the sales persuasion efficiency of enterprises under the online voice interaction situations is a hot issue that current researchers and enterprises pay attention to.Based on persuasion theory, rhetoric theory and prospect theory, this study sorts out the key persuasion factors of the online voice sales situations, constructs the FACI sales persuasion model including information framework, acoustic features, persuasion content and customer participation.Taking the real unstructured sales data of call center as the research sample, this paper empirically tests the research model by using analysis methods such as text analysis, speech data mining and machine learning.The results show that the FACI sales persuasion model of the online voice interaction scenario has good explanatory power and theoretical validity.The promotion effect of the key persuasion factors on sales efficiency is empirically supported.The appropriate information framework has a significant effect on improving sales persuasion efficiency;the voice characteristics, the persuasion contents with appealing to logic or appealing to emotionalsignificantly affect the persuasion efficiency of salesmen.The study also confirms that persuasion efficiency of different information frameworks is moderated by customer participation.Through the construction and empirical test of the FACI sales persuasion model, this study expands the classical sales persuasion theory, enriches the relevant literature on sales persuasion strategies and product sales.Besides, our research results provides a theoretical basis for enterprises to optimize online services and improve efficiency of sales persuasion.
作者
王毅
鑫颖
姚凯
张炬远
耿勇
WANG Yi;XIN Ying;YAO Kai;ZHANG Ju-yuan;GENG Yong
出处
《中央财经大学学报》
CSSCI
北大核心
2022年第1期110-120,共11页
Journal of Central University of Finance & Economics
基金
教育部人文社会科学项目“品牌标识的空间特征对消费者品牌评价的影响研究——基于认知隐喻的视角”(项目编号:20YJA630067)。
关键词
销售说服
框架效应
顾客参与
文本分析
音频数据
Sales persuasion
Message framing
Customer participation
Text analysis
Audio data
