Abstract: The paradox between existing product sales and new product sales is often faced, the marketers are demanded to adopt different ways to handle the conflict between the two sales behaviors. In view of the theory of intrinsic and extrinsic motivation, not only the sales behavior under the influence of different motives is explored, but also the moderating effect of Chinese tradition on the relationship between motivation and product sales is revealed. Under the Chinese conditions, the ambidextrous sales behavior scale with a good reliability (0.896) is studied. The research indicates that:(1)there is a compelling positive correlation between the intrinsic motivation and the ambidextrous sales behavior of the existing products and new products, and the extrinsic motivation has no significant positive relationship with the dual sales behavior of the existing products and new products;(2)Chinese tradition has a momentous impact on the ambidextrous sales behavior;(3)the cross multiplicative term of Chinese tradition and intrinsic motivation has no clear negative moderating effect on ambidextrous sales behavior.(4)the cross multiplicative term of Chinese tradition and extrinsic motivation has no obvious positive impact on the sales of existing products, and has no evident negative impact on the sales of new products.

Key words: Chinese tradition, intrinsic motivation, extrinsic motivation, ambidextrous sales behavior