Further Suggestions

Since there are few studies for Sales Helping Behavior, a great deal of improvement needs to be made on this topic. This study explores two major components of Sales Helping Behavior intention (Empathy & Moral Reasoning), however many unknown factors still remain for researchers to discover. Researchers can develop a scale for SHB first, and then find the exact components of it out.

Along with SHB, risk tolerance is also another interesting subject. Although R square of risk tolerance is not large enough to explain more variance, it still has significant influence on Sales Helping Behavior. Researchers can explore more risk tolerance items to make sure of the effect, and develop sales risk tolerance scale. This study faces many difficulties in measuring because there are few suitable scales for this subject.

For further research, specific groups of Sales Helping Behavior need to be examined, such as service industry. Different industries may show different behavior facing customers, especially for the B2C segment group. Specific study will expand the scale to better explore the differences among various industries. Also, Table 4.16 indicates, some significant influences of demographic variables exist on dependent and independent variables. It provides a way to develop new variables on how to measure SHB. Smith et al. (1983) also explored that Educational level; Job Satisfaction and Urban/Rural background positively correlated with Altruism. In conclusion, developing suitable scales for SHB needs to be a direction for further research; recognizing that service industry have significant differences on empathy and moral reasoning compared to non-service groups (For empathy, p=0.061*; for Moral Reasoning, p=0.018**; *P<0.1, **P<0.05). Moreover, exploring more components of Sales Helping Behavior intention will provide more interesting and

beneficial results. Finally, how to make SHB to be learned benefit is another topic for those interesting in Sales Helping Behavior.

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