Abstract Self-efficacy has been a focal construct in personal selling research for more than four decades. This article reviews and examines how self-efficacy has been conceptualized, measured, and investigated in personal selling research. Following a canvass of scales that have been used to measure self-efficacy in personal selling research, quantitative analyses of the self-efficacy–sales performance relationship were conducted, and an empirical analysis of nine self-efficacy scales and their underlying items was carried out to assess and compare the scales’ reliability and validity. The article concludes with several observations about the “state of the art” of self-efficacy in personal selling research and recommendations for future research.

中文翻译：

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自我效能和个人销售：以销售业绩为重点的审查和检查

摘要 四十年来，自我效能感一直是个人销售研究的焦点。本文回顾并研究了如何在个人销售研究中对自我效能进行概念化、测量和调查。在考察了个人销售研究中用于衡量自我效能感的量表之后，对自我效能感-销售绩效关系进行了定量分析，并对九个自我效能感量表及其基础项目进行了实证分析评估和比较量表的信度和效度。文章最后对个人销售研究中自我效能的“最新技术”进行了一些观察，并对未来研究提出了建议。