A Study on the Influence Mechanism of Sales Control on Cross-purchase Intention from the Perspective of Service-sales Ambidexterity in Household Industry

Abstract

The household industry, as a traditional industry, is also experiencing the impact of economic changes again. Combining the business scenario and internal and external environmental factors, from the perspective of sales control, we mainly analyse the mechanism of action brought about by corporate output control, activity control and capability control on employees' service-sales ambidexterity, explore in depth the effective ways in which sales control affects the formation of consumers' cross-purchase intention, and make up for its shortcomings in relevant theoretical studies. This study uses service and sales staff of three leading household companies as research subjects, explores service-sales ambidexterity using MOA theory and self-determination theory, and introduces resistance to change to moderate the results of the inter-variate effects. An in-depth study is conducted on the mechanism of sales control's influence on consumers' cross-purchase intention, providing a theoretical basis and practical experience for companies and employees to achieve service-sales ambidexterity.