Trait mindfulness and cross-cultural sales performance: The role of perceived cultural distance

Trait mindfulness and cross-cultural sales performance: The role of perceived cultural distance

Authors

รศ.ดร.พีรยุทธ เจริญสุขมงคล อาจารย์ประจำวิทยาลัยนานาชาติ (2021), Canadian Journal of Administrative Sciences. 38(4), 339-353.

Published

อ่านบทความฉบับเต็มได้ที่ https://doi.org/10.1002/cjas.1638

First published: 11 August 2021
Issue Online: 10 December 2021

Abstract

This research examines the effect of trait mindfulness on cross-cultural sales performance through the mediating effect of sales planning. Moreover, this research examines whether the direct effect of trait mindfulness on sales planning can be moderated by perceived cultural distance between foreign customers and the salespeople. The hypotheses were developed based on cognitive resource theory. This research collected survey data from 282 Thai salespeople at trade shows in Vietnam, India, and Japan and analyzed them using Partial Least Squares Structural Equation Modeling. The results indicate that sales planning fully mediated the direct association between trait mindfulness and cross-cultural selling performance, while perceived cultural distance also positively moderated the effect of trait mindfulness on sales planning.