The Impact of Social Anxiety and Self-Consciousness on Perceived Functional and Relational Customer-Orientation Learning in Experiential Virtual Sales Role-Play

This research investigates the impact of virtual sales role-play, role-play social anxiety, public self-consciousness, and private self-consciousness on the perceived functional and relational customer-orientation learning in virtual sales role-play. Using structural equation modeling to analyze survey data from 181 undergraduate students participating in virtual sales role-plays, the findings reveal that public self-consciousness positively influences virtual sales role-play social anxiety. In contrast, private self-consciousness unexpectedly demonstrates a negative relationship with role-play social anxiety. Furthermore, social anxiety in virtual sales role-play negatively impacts perceived functional and relational customer-orientation learning. This research contributes to marketing education theory by integrating psychological states into frameworks for virtual sales education and offers practical insights for developing more effective next-generation sales-training programs. The results also provide important practical implications for sales educators, emphasizing the need to incorporate anxiety management, cognitive load strategies, and self-awareness techniques into virtual sales role-play pedagogy. The study suggests implementing gradual exposure techniques, mindfulness practices, and multiphase role-plays that balance relational and functional tasks to enhance learning.