Abstract This research investigates the contribution of cultural intelligence (CQ) in adaptive selling behaviors and international sales performance of Thai salespeople assigned to work at international trade shows in foreign countries. This study integrates the perspectives of categorization and cognitive resource theories to illustrate how CQ enables salespeople to make effective selling adaptations to achieve high performance in cross-cultural selling. These guiding theories also help identify the characteristics of salespeople with respect to trait mindfulness, which plays a facilitating role in promoting the effectiveness of CQ in this context. Data were collected from 365 Thai salespeople using a questionnaire survey. The results from the partial least squares regression analysis revealed a significant positive relationship between CQ and adaptive selling behaviors. Adaptive selling behaviors also mediated the positive association between CQ and international sales performance. Moreover, the moderating effect analysis showed that the positive relationship between CQ and adaptive selling behaviors was stronger in salespeople who possessed a high level of trait mindfulness.

中文翻译：

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文化智力对跨文化销售中适应性销售行为的功效：特质正念的调节作用

摘要这项研究调查了文化情报（CQ）对在国外从事国际贸易展览会的泰国销售人员的适应性销售行为和国际销售业绩的贡献。这项研究整合了分类和认知资源理论的观点，以说明CQ如何使销售人员进行有效的销售适应，以实现跨文化销售中的高性能。这些指导理论还有助于确定销售人员关于特质正念的特征，在这种情况下，这对促进CQ的有效性起促进作用。使用问卷调查从365名泰国销售人员收集数据。偏最小二乘回归分析的结果表明CQ与适应性销售行为之间存在显着的正相关。适应性销售行为还介导了CQ与国际销售绩效之间的正相关关系。此外，调节效应分析表明，在具有较高特征正念水平的销售人员中，CQ与适应性销售行为之间的正相关性较强。