The Effect of Digital Literacy on Selling Effectiveness: Mediating Mechanisms of Creativity and Customer Orientation

Purpose: This research aims to confirm how salesperson’s digital literacy affect selling effectiveness and its mediated link through creativity and the customer orientation. We want to identify digital literacy plays role as a salesperson’s job resource. Accordingly, this study is to examine digital literacy directly impact on selling effectiveness. Also, this research is to verify the relationship between salesperson’s digital literacy and selling effectiveness by empirical testing the the serial multiple mediation process. Research design, data, and methodology: To verify the purpose of our hypotheses, we collected data from 146 salespersons in South Korea. The data are analyzed with AMOS and SPSS 24.0 program for statistical processing, and after identifying the reliability and validity of measurement items. hypothesis testing was conducted using regression with Hayes’ Process Macro. Results: The results of our research suggest that salesperson’s digital literacy are positively related to selling effectiveness. Second, salesperson’s creativity did mediate positively relationship between digital literacy and their selling effectiveness. however, customer orientation did not meditate relationship between digital literacy and their selling effectiveness. Finally, the relationship between digital literacy and selling effectiveness is sequentially mediated by creativity and customer orientation. Implications: This research provides an important implication for digital selling literature by theorizing a fundamental mechanisms of why salespeople’s digital literacy positively affects their selling effectiveness. These findings demonstrated an association between digital literacy and selling effectiveness for successful digital selling strategy.