Salesperson’s Innovation Resistance Toward Sales Force Automation Technologies: Technology Acceptance Model and Salesperson’s Psychological States
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This study aims to identify factors that affect a salesperson's innovation toward resistance toward sales force automation technologies based on the technology acceptance model (TAM) and intrinsic motivation theory. This study explores a link between two major variables from the TAM (i.e. perceived ease of use and usefulness) and job satisfaction and perceived performance in order to explain the psychological states of salespersons who adopt sale automation technologies. Analyzing 204 questionnaires with Lisrel, we found that perceived usefulness is a key variable to enhance perceived performance that leads to job satisfaction, ultimately reducing a salesperson's innovation resistance toward sales force automation technologies. This study highlights the importance of the management of a salesperson's IT adoption process and the salesperson's psychological states rather than efficient adoption of IT itself. Implications of the findings and future research directions are discussed.
Abstract
This study aims to identify factors that affect a salesperson's innovation toward resistance toward sales force automation technologies based on the technology acceptance model (TAM) and intrinsic motivation theory. This study explores a link between two major variables from the TAM (i.e. perceived ease of use and usefulness) and job satisfaction and perceived performance in order to explain the psychological states of salespersons who adopt sale automation technologies. Analyzing 204 questionnaires with Lisrel, we found that perceived usefulness is a key variable to enhance perceived performance that leads to job satisfaction, ultimately reducing a salesperson's innovation resistance toward sales force automation technologies. This study highlights the importance of the management of a salesperson's IT adoption process and the salesperson's psychological states rather than efficient adoption of IT itself. Implications of the findings and future research directions are discussed.
참고문헌 (18)
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