Salesperson Self-Regulated Learning and Online Customers’ Patronage: An Ambidexterity Perspective

Although the roles of exploratory and exploitative learning as alternative sales skills have been documented, there is not yet a clear consensus, and empirical evidence in the online sales context is lacking. In addition, existing studies have tended to examine the two activities in parallel, withou...

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Autores principales:	Bing Han, Hua Fan
Formato:	article
Lenguaje:	EN
Publicado:	Frontiers Media S.A. 2021
Materias:	exploratory learning e-loyalty patronage intention patronage behavior polynomial regression Psychology BF1-990
Acceso en línea:	https://doaj.org/article/8f108c3eeace4553aba433a1ad581e89
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id	oai:doaj.org-article:8f108c3eeace4553aba433a1ad581e89
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spelling	oai:doaj.org-article:8f108c3eeace4553aba433a1ad581e892021-12-01T21:27:00ZSalesperson Self-Regulated Learning and Online Customers’ Patronage: An Ambidexterity Perspective1664-107810.3389/fpsyg.2021.795899https://doaj.org/article/8f108c3eeace4553aba433a1ad581e892021-12-01T00:00:00Zhttps://www.frontiersin.org/articles/10.3389/fpsyg.2021.795899/fullhttps://doaj.org/toc/1664-1078Although the roles of exploratory and exploitative learning as alternative sales skills have been documented, there is not yet a clear consensus, and empirical evidence in the online sales context is lacking. In addition, existing studies have tended to examine the two activities in parallel, without looking into the dyadic situation of balanced or imbalanced exploratory-exploitative learning. Grounded in the WeChat business context, this study explores how online sales agents’ balanced and imbalanced ambidextrous learning influence customers’ e-loyalty and, in turn, their patronage intention and behavior. Polynomial regression and response surface analysis are performed on 226 dyads, and the results support the hypothesized balance effect. Further, asymmetrical imbalance effects are identified, with customers exhibiting higher e-loyalty and better patronage outcomes when online sales agents adopt more exploitative learning than exploratory learning. This study helps improve understanding of the efficiency of personal selling in a virtual context.Bing HanHua FanFrontiers Media S.A.articleexploratory learninge-loyaltypatronage intentionpatronage behaviorpolynomial regressionPsychologyBF1-990ENFrontiers in Psychology, Vol 12 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	exploratory learning e-loyalty patronage intention patronage behavior polynomial regression Psychology BF1-990
spellingShingle	exploratory learning e-loyalty patronage intention patronage behavior polynomial regression Psychology BF1-990 Bing Han Hua Fan Salesperson Self-Regulated Learning and Online Customers’ Patronage: An Ambidexterity Perspective
description	Although the roles of exploratory and exploitative learning as alternative sales skills have been documented, there is not yet a clear consensus, and empirical evidence in the online sales context is lacking. In addition, existing studies have tended to examine the two activities in parallel, without looking into the dyadic situation of balanced or imbalanced exploratory-exploitative learning. Grounded in the WeChat business context, this study explores how online sales agents’ balanced and imbalanced ambidextrous learning influence customers’ e-loyalty and, in turn, their patronage intention and behavior. Polynomial regression and response surface analysis are performed on 226 dyads, and the results support the hypothesized balance effect. Further, asymmetrical imbalance effects are identified, with customers exhibiting higher e-loyalty and better patronage outcomes when online sales agents adopt more exploitative learning than exploratory learning. This study helps improve understanding of the efficiency of personal selling in a virtual context.
format	article
author	Bing Han Hua Fan
author_facet	Bing Han Hua Fan
author_sort	Bing Han
title	Salesperson Self-Regulated Learning and Online Customers’ Patronage: An Ambidexterity Perspective
title_short	Salesperson Self-Regulated Learning and Online Customers’ Patronage: An Ambidexterity Perspective
title_full	Salesperson Self-Regulated Learning and Online Customers’ Patronage: An Ambidexterity Perspective
title_fullStr	Salesperson Self-Regulated Learning and Online Customers’ Patronage: An Ambidexterity Perspective
title_full_unstemmed	Salesperson Self-Regulated Learning and Online Customers’ Patronage: An Ambidexterity Perspective
title_sort	salesperson self-regulated learning and online customers’ patronage: an ambidexterity perspective
publisher	Frontiers Media S.A.
publishDate	2021
url	https://doaj.org/article/8f108c3eeace4553aba433a1ad581e89
work_keys_str_mv	AT binghan salespersonselfregulatedlearningandonlinecustomerspatronageanambidexterityperspective AT huafan salespersonselfregulatedlearningandonlinecustomerspatronageanambidexterityperspective
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Salesperson Self-Regulated Learning and Online Customers’ Patronage: An Ambidexterity Perspective

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