This study seeks to empirically analyze the effects of core self-evaluation and adaptive selling behavior on sales performance for female salespersons engaged in door-to-door sales through the face-to-face channel in the wellness industry. This study seeks to examine the importance of adaptive selling, through, salespeople derive appropriate strategies in response to market changes. For female salespeople who use face-to-face channels, this study empirically investigated the relationship between core self-evaluation and adaptive selling, and effects on sales performance. A 31-item survey was constructed, based on prior research. We selected six door-to-door sales companies in South Korea and conducted one-to-one interviews with female salespeople in the Seoul metropolitan area and analyzed 208 pieces of significant data. Results demonstrated that among the core self-evaluation factors for female salespeople, self-esteem, self-efficacy, and neuroticism had an effect on adaptive selling factors, while locus of control did not. These factors were found to affect sales performance through the mediating role of adaptive selling. Improvements in the adaptive selling capabilities of female salespeople in charge of face-toface channels positively affected sales performance. Management efforts are required to enhance self-esteem, self-efficacy, or neuroticism. These results suggest that companies should support enhancing individual adaptive selling capabilities of their salespeople.

Abstract
1. Introduction
2. Theoretical Background and Hypothesis
    2.1. Customer-Oriented Selling
    2.2. Core Self-evaluations and Adaptive Selling Behavior
    2.3. Adaptive Selling Behavior and Sales Performance
3. Research Methods and Materials
    3.1. Research Model
    3.2. Operational Definition and Measurement Variables
4. Results and Discussion
    4.1. Demographics of the Respondents
    4.2. Analysis Results of Reliability and Validity
    4.3. Analysis Results of Structural Model
5. Conclusions
References

• Duk Woon YOON(Seoul Business School)
• Bo Young KIM(Seoul Business School) Corresponding Author
• Sung Ho OH(The Institute for Industrial Policy Studies)