판매원의 판매자동화 도구에 대한 혁신저항:기술수용모형 및 판매원 심리 관점
Salesperson’s innovation resistance toward sales forceautomation technologies: Technology acceptance model andsalesperson’s psychological states
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초록
본 연구는 판매원의 판매자동화 도구 수용에 영향을 미치는 요인을 파악하는 수용관점보다는 수용 과정에서 발생하는 부정적 심리반응인 혁신저항에 초점을 두고, 이에 영향을 미치는 판매원 심리요인 들을 실증적으로 분석하였다. 합리적 기대이론에 기초한 기술수용모형에서 제시된 지각된 용이성, 지 각된 유용성과 내재적 동기이론에 기초한 직무만족, 지각된 성과 간의 관계를 밝히고자 하였다. 분석 결과, 기술수용모형의 지각된 유용성이 판매원 심리 변수인 직무만족과 지각된 성과에 유의한 영향을 주는 핵심변수로 나타났으며 혁신저항도 감소시켰다. 지각된 성과는 직무만족을 높여 간접적으로 혁 신저항을 감소시켰다. 이는 판매자동화 도구의 효율적 측면보다는 판매원 업무에 미치는 효과를 신중 히 고려해야 하며, 다양하고 창의적인 형태를 통한 직무만족 향상, 적절한 목표 설정을 통한 지각된 성과 증진과 같은 장기적 동기부여가 중요하다는 사실을 시사한다.
Abstract
This study aims at identifying factors that affect salesperson's innovation toward resistance toward sales force automation technologies based on technology acceptance model (TAM) and intrinsic motivation theory. This study explores a link between two major variables from 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 salesperson's innovation resistance toward sales force automation technologies. This study highlights the importance of management of salesperson's IT adoption process and their psychological states rather than efficient IT adoption itself. Implications of the findings and future research directions are discussed.
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