Table 2 Results of Hypotheses Test

Hypothesis(direction)		St. Estimate	S.E.	C.R.	Results
H1(+)	value congruence → customer oriented selling behavior	0.353***	0.038	5.727	Supported
H2(+)	value congruence → adaptive selling behavior	0.511***	0.04	7.493	Supported
H3(-)	value congruence → opportunistic behavior	0.069	0.059	1.142	Rejection
H4(+)	customer oriented selling behavior → sales performance	0.333***	0.065	5.884	Supported
H5(+)	adaptive selling behavior → sales performance	0.560***	0.083	7.91	Supported
H6(-)	opportunistic behavior → sales performance	0.189***	0.035	3.853	Rejection

model fit: χ²=434.352 df=221, Q=1.965, RMR=0.057, RMSEA=0.055, GFI=0.901, TLI=0.948, CFI=0.954