The Effect of Salespersons’ Digital Literacy on Selling Effectiveness: Focusing on Dual Mechanisms

Purpose: The purpose of this research is to confirm the mechanism of salesperson’s digital literacy on selling effectiveness. Accordingly, we suggested focusing dual mechanism of process. First, we tested the mediating role of self-efficacy in the relationship between digital literacy and selling effectiveness. Second, our research showed the job -stress mediated those of relationship. We identify the relationship between digital literacy and selling effectiveness through tested the dual of mechanism. Research design, data, and methodology: To test our hypotheses, we used Hayes(2018), the indirect effect between the determinant and the result variable through the mediator via a bootstrapping. Also, we collected data from 197 salespersons in South Korea. This study conducted a survey targeting employees working in sales and sales departments by requesting an online panel survey agency. Out of a total of 200 respondents, 197 were used in the final analysis, excluding 3 whose survey responses were biased or did not respond until the end. Results: The results of empirical test indicated that digital literacy have been shown to have positive effect on selling effectiveness. Second, sales person’s self-efficacy positively mediated between digital literacy and selling effectiveness. Finally, we found that relationship between digital literacy and selling effectiveness is negatively mediated by job-stress. Implications: Based on the job demands-resources model, this study examined the impact of digital literacy on sales performance through the mechanism of job enthusiasm and job burnout, providing an integrated framework for salespeople’s digital literacy and sales performance.