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Yıl 2014, Cilt: 15 Sayı: 1, 397 - 420, 13.03.2014

Serap Çabuk , Ceyda Tanrıkulu , Levent Gelibolu

Öz

The aims of this study are to detect the effects of variables, which determine the technology acceptance in sales force, on each other and the effects of the personal innovativeness on the technology acceptance of sales force using the variables of Technology Acceptance Model (TAM). In this study where snow ball sampling is used, simple regression and mediation analysis were applied to the data obtained from salespeople through a self-administered questionnaire. According to the findings of the study; all the suggested effects between technology acceptance variables in TAM were confirmed and it was observed that the personal innovativeness have effects on those variables. The major contribution of this study for sales management literature and practitioners is to provide an explanation of why and how there is an observed relation between variables by using mediation in examination of technology acceptance of sales force. The sampling method, the sample size, and the elements of sampling being salespeople from just pharmaceutical industry prevent the findings of the study from being generalized. The findings were discussed, and suggestions were provided for theory and administration.

Anahtar Kelimeler

Technology Acceptance Personal Innovativeness Sales Management Sales Force Technology Acceptance Model (TAM)

Kaynakça

  • AGARWAL, R. ve J. PRASAD (1998), “A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology”, Inf. Sys. Res., 9(2), pp 204-215.
  • AHEARNE, M., D.E. HUGHES ve N. SCHILLEWAERT (2007), “Why Sales Reps Should Welcome Information Technology: Measuring The Impact of CRM-Based IT on Sales Effectiveness”, Int. J. Res. Mark., 24(4), pp 336–349.
  • AJZEN I. ve M. FISHBEIN (1980), “Understanding Attitudes and Predicting Social Behavior”, Englewood Cliffs, NJ: Prentice Hall
  • AVLONITIS, G.J. ve N.G. PANAGOPOULOS (2005), “Antecedents and Consequences of CRM Technology Acceptance In The Sales Force”, Ind.Mark. Manag., 34(4), pp 355–368.
  • BARON, R.M. ve D.A. KENNY (1986) The Moderator– Mediator Variable Distinction In Social Psychological Research: Conceptual, Strategic and Statistical Considerations. Journal of Personality And Social Psychology, 51,1173–1182.
  • BUEHRER, R.E., S. SENECAL ve E.B. PULLINS (2005), “Sales Force Technology Usage – Reasons, Barriers and Support: An Exploratory Investigation”, Ind. Mark. Manag., 34(4), pp 389-398.
  • BUTTLE, F., , L. ANG ve R. IRİANA (2006), “Sales Force Automation: Review, Critique, Research Agenda”, International Journal of Management Reviews, 8(4), 213-231. CHO, S. D. ve D.R. CHANG (2008), “Salesperson's Innovation Resistance And Job Satisfaction In Intra-Organizational Diffusion of Sales Force Automation Technologies: The Case of South Korea”, Ind. Mark. Manag.,37, pp 841–847.
  • CHRİST, P., ve R. ANDERSON (2011), “The İmpact of Technology On Evolving Roles of Salespeople”. Journal of Historical Research in Marketing, 3(2), 173-193.
  • ÇABUK, Serap ve Ceyda KELEŞ (2012), “The Relationships Between Technology Acceptance and Adaptive Selling, Innovativeness Among Salespeople”, 2nd World Conference on Innovation and Computer Sciences – 2012, 2 (2012) 174-182.
  • DAVİS, F.D. (1989), “Perceived Usefulness, Perceived Ease of Use, And User Acceptance of İnformation Technology”, MIS Quarterly, 13(3), pp 319–339.
  • DAVİS, F. D, R. P. BAGOZZİ ve P. R. WARSHAW (1989), “User Acceptance of Computer Technology: A Comparison of Two Theoretical Models”, Manag.Sci., 35(8), pp 982-1003.
  • FISHBEIN, M. ve I. AJZEN (1975), “Belief, Attitude, Intention and Behavior: Introduction to Theory And Research”, Addison-Wesley, Reading, MA.
  • INGRAM, N.T.., R.W. LAFORGE ve T. W. LEIGH (2002), “Selling in The New Millennium: A Joint Agenda”, Ind. Mark. Man., 31, pp 559–567.
  • JONES, Eli, Sundaram SURESH ve Wynne CHIN (2002), “Factors Leading to Sales Force Automation Use: A Longitudinal Analysis”, J Per.Sel. & Sal. Manag., 22(3), pp 145–156.
  • KEILLOR, BD., R.E. BASHAW ve CE. PETTIJOHN (1997), “Salesforce Automation Issues Prior to Implementation: The Relationship Between Attitudes Toward Technology, Experience and Productivity”, J Bus Ind Mark., 12, pp 209– 219.
  • LARPSIRI, R. ve M. SPEECE (2004), “Technology Integration: Perceptions of Sales Force Automation in Thailand’s Life Assurance Industry”, Mark. Intel. Plan., 22(4), pp 392–406.
  • LEE, Y. C., M. L. Lİ, T. M. YEN ve T. H. HUANG (2010). Analysis of Adopting An İntegrated Decision Making Trial and Evaluation Laboratory On A Technology Acceptance Model. Expert Systems With Applications, 37(2), 1745-1754.
  • LEGRİS, P., J. INGHAM ve P. COLLERETTE (2003), “Why Do People Use Information Technology? A Critical Review of The Technology Acceptance Model”, Information & Management, 40(3), 191-204.
  • LU, J., J. E., YAO ve C. S. YU (2005). Personal İnnovativeness, Social İnfluences and Adoption of Wireless Internet Services Via Mobile Technology. The Journal of Strategic Information Systems, 14(3), 245-268.
  • MACKINNON, D.P., G. WARSI ve J. H. DWYER (1995), “ A Simulation Study of Mediated Effect Measures”, Multivariate Behavioral Research, 30, 41-62.
  • MACKINNON, D.P. (2001) Mediating Variable. International Encyclopedia of The Social & Behavioral Sciences, 9503-9507.
  • MACKINNON, D.P. (2008), Intoduction to Statistical Mediation Analysis. Taylor &Francis Group LLC. International standard book number 978-0-8058-3974-6.
  • MARSHALL, G. W., W. C. MONCRİEF ve F. G. LASSK (1999). The Current State of Sales Force Activities. Industrial Marketing Management, 28(1), 87-98.
  • NAKİP, Mahir (2003),Pazarlama araştırmaları,Seçkin Yayıncılık, Ankara
  • NUNNALLY, J.C.(1983).Psychometric Theory,NewYork:McGraw–Hill.
  • SCHILLEWAERT, N., M. J. AHEARNE, R.T. FRAMBACH ve R. K. MOENAERT (2005), “The Adoption of Information Technology In The Sales Force”, Ind. Mark. Manag.,34, pp 323–326.
  • SCHEPERS, J. ve M. WETZELS (2007). A Meta-Analysis Of The Technology Acceptance Model: Investigating Subjective Norm and Moderation Effects. Information & Management, 44(1), 90-103.
  • SENECAL, S., E. B. PULLİNS ve R. E. BUEHRERN (2007), “The Extent of Technology Usage and Salespeople: An Exploratory Investigation”, Journal of Business & Industrial Marketing, 22(1), 52-61.
  • REDAY, P. A., R. MARSHAL ve A. PARASURAMAN (2009), “An Interdisciplinary Approach to Assessing The Characteristics and Sales Potential of Modern Salespeople”, Ind. Mark. Manag., 38, pp 838–844.
  • ROBINSON, Jr. L., G.W. Marshall ve M.B. Stamps (2005a), “An Empirical Investigation of Technology Acceptance in A Field Sales Force Setting”, Ind. Mark. Manag., 34(4), pp 407–415.
  • ROBINSON, Jr. L. G.W. MARSHALL ve M.B. STAMPS (2005b), “Sales Force of Use of Technology: Antecedents to Technology Acceptance”, J. Busi. Res., 58, pp 162316
  • ROGERS, Everett M. (1995), Diffusion of İnnovations. Free Press, 4. Baskı New York.
  • ROGERS, E. M., ve F. F. SHOEMAKER (1971), “Communication of Innovations; A Cross-Cultural Approach”, Free Press,2. Baskı. New York.
  • TANNER, J.F., C. FOURNIER, J. A.WISE, S. HOLLET ve J. POUJOL (2008), “Executive’s Perspective of The Changing Role of The Sales Profession: View From France”, The United States and Mexico, J Busi.&Ind. Mark., 23 (3), pp 19320
  • TRAINOR, K.J., A. RAPP, L.S. BEITELSPACHER ve N. SCHILLEWAERT (2011), “Integrating Information Technology and Marketing: An Examination of The Drivers and Outcomes of E-Marketing Capability”,Ind.Mark.Man.,40, pp 162-174. VENKATESH, V. ve F. DAVIS (2000), “A Theoretical Extension of The Technology Acceptance Model: Four Longitudinal Field Studies”, Manag. Sci., 46(2), pp 18620
  • YAVEROĞLU, I. S. ve N. DONTHU (2002), “Cultural İnfluences on The Diffusion of New Products”, Journal of International Consumer Marketing, 14(4), 49-63

Satışçıların Teknoloji Kabulü ve Kişisel Yenilikçiliğin Teknoloji Kabulüne Etkisi

Yıl 2014, Cilt: 15 Sayı: 1, 397 - 420, 13.03.2014

Serap Çabuk , Ceyda Tanrıkulu , Levent Gelibolu

Öz

Bu çalışmada, teknoloji kabul modeli değişkenleri kullanılarak, satış gücünün teknoloji kabulünü belirleyen değişkenlerinin birbirleri üzerindeki ve kişisel yenilikçiliğin satış gücünün teknoloji kabulündeki etkilerinin belirlenmesi amaçlanmıştır. Kartopu örneklemesinin kullanıldığı çalışmada, satışçıların kendi başlarına gerçekleştirdileri anketlerle elde edilen verilere, basit doğrusal regresyon analizi ve arabulucuk analizi uygulanmıştır. Elde edilen bulgulara göre; teknoloji kabul modelinde önerilen değişkenler arasındaki etkilerin tümü doğrulanmış ve kişisel yenilikçiliğin, bu değişkenler üzerinde etkileri olduğu görülmüştür. Çalışmanın, satış yönetimi literatürü ve uygulamaya yönelik beklenen temel katkısı, satış gücünün teknoloji kabulünün incelenmesinde, arabuluculuğun kullanılarak değişkenler arasında gözlemlenen ilişkinin neden ve nasıl olduğuna açıklama getirmesidir. Çalışmada kullanılan örnekleme yöntemi, örneklem hacmi ve örneklem bireylerinin sadece ilaç sektöründeki satışçılardan oluşması, çalışma bulgularının genellenebilmesini engellemektedir. Bulgular, teori ve uygulama açısından değerlendirilmiş ve öneriler sunulmuştur.

 

Anahtar Kelimeler

Teknoloji Kabulü Kişisel Yenilikçilik Satış Yönetimi Satış Gücü Teknoloji Kabul Modeli

Kaynakça

  • AGARWAL, R. ve J. PRASAD (1998), “A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology”, Inf. Sys. Res., 9(2), pp 204-215.
  • AHEARNE, M., D.E. HUGHES ve N. SCHILLEWAERT (2007), “Why Sales Reps Should Welcome Information Technology: Measuring The Impact of CRM-Based IT on Sales Effectiveness”, Int. J. Res. Mark., 24(4), pp 336–349.
  • AJZEN I. ve M. FISHBEIN (1980), “Understanding Attitudes and Predicting Social Behavior”, Englewood Cliffs, NJ: Prentice Hall
  • AVLONITIS, G.J. ve N.G. PANAGOPOULOS (2005), “Antecedents and Consequences of CRM Technology Acceptance In The Sales Force”, Ind.Mark. Manag., 34(4), pp 355–368.
  • BARON, R.M. ve D.A. KENNY (1986) The Moderator– Mediator Variable Distinction In Social Psychological Research: Conceptual, Strategic and Statistical Considerations. Journal of Personality And Social Psychology, 51,1173–1182.
  • BUEHRER, R.E., S. SENECAL ve E.B. PULLINS (2005), “Sales Force Technology Usage – Reasons, Barriers and Support: An Exploratory Investigation”, Ind. Mark. Manag., 34(4), pp 389-398.
  • BUTTLE, F., , L. ANG ve R. IRİANA (2006), “Sales Force Automation: Review, Critique, Research Agenda”, International Journal of Management Reviews, 8(4), 213-231. CHO, S. D. ve D.R. CHANG (2008), “Salesperson's Innovation Resistance And Job Satisfaction In Intra-Organizational Diffusion of Sales Force Automation Technologies: The Case of South Korea”, Ind. Mark. Manag.,37, pp 841–847.
  • CHRİST, P., ve R. ANDERSON (2011), “The İmpact of Technology On Evolving Roles of Salespeople”. Journal of Historical Research in Marketing, 3(2), 173-193.
  • ÇABUK, Serap ve Ceyda KELEŞ (2012), “The Relationships Between Technology Acceptance and Adaptive Selling, Innovativeness Among Salespeople”, 2nd World Conference on Innovation and Computer Sciences – 2012, 2 (2012) 174-182.
  • DAVİS, F.D. (1989), “Perceived Usefulness, Perceived Ease of Use, And User Acceptance of İnformation Technology”, MIS Quarterly, 13(3), pp 319–339.
  • DAVİS, F. D, R. P. BAGOZZİ ve P. R. WARSHAW (1989), “User Acceptance of Computer Technology: A Comparison of Two Theoretical Models”, Manag.Sci., 35(8), pp 982-1003.
  • FISHBEIN, M. ve I. AJZEN (1975), “Belief, Attitude, Intention and Behavior: Introduction to Theory And Research”, Addison-Wesley, Reading, MA.
  • INGRAM, N.T.., R.W. LAFORGE ve T. W. LEIGH (2002), “Selling in The New Millennium: A Joint Agenda”, Ind. Mark. Man., 31, pp 559–567.
  • JONES, Eli, Sundaram SURESH ve Wynne CHIN (2002), “Factors Leading to Sales Force Automation Use: A Longitudinal Analysis”, J Per.Sel. & Sal. Manag., 22(3), pp 145–156.
  • KEILLOR, BD., R.E. BASHAW ve CE. PETTIJOHN (1997), “Salesforce Automation Issues Prior to Implementation: The Relationship Between Attitudes Toward Technology, Experience and Productivity”, J Bus Ind Mark., 12, pp 209– 219.
  • LARPSIRI, R. ve M. SPEECE (2004), “Technology Integration: Perceptions of Sales Force Automation in Thailand’s Life Assurance Industry”, Mark. Intel. Plan., 22(4), pp 392–406.
  • LEE, Y. C., M. L. Lİ, T. M. YEN ve T. H. HUANG (2010). Analysis of Adopting An İntegrated Decision Making Trial and Evaluation Laboratory On A Technology Acceptance Model. Expert Systems With Applications, 37(2), 1745-1754.
  • LEGRİS, P., J. INGHAM ve P. COLLERETTE (2003), “Why Do People Use Information Technology? A Critical Review of The Technology Acceptance Model”, Information & Management, 40(3), 191-204.
  • LU, J., J. E., YAO ve C. S. YU (2005). Personal İnnovativeness, Social İnfluences and Adoption of Wireless Internet Services Via Mobile Technology. The Journal of Strategic Information Systems, 14(3), 245-268.
  • MACKINNON, D.P., G. WARSI ve J. H. DWYER (1995), “ A Simulation Study of Mediated Effect Measures”, Multivariate Behavioral Research, 30, 41-62.
  • MACKINNON, D.P. (2001) Mediating Variable. International Encyclopedia of The Social & Behavioral Sciences, 9503-9507.
  • MACKINNON, D.P. (2008), Intoduction to Statistical Mediation Analysis. Taylor &Francis Group LLC. International standard book number 978-0-8058-3974-6.
  • MARSHALL, G. W., W. C. MONCRİEF ve F. G. LASSK (1999). The Current State of Sales Force Activities. Industrial Marketing Management, 28(1), 87-98.
  • NAKİP, Mahir (2003),Pazarlama araştırmaları,Seçkin Yayıncılık, Ankara
  • NUNNALLY, J.C.(1983).Psychometric Theory,NewYork:McGraw–Hill.
  • SCHILLEWAERT, N., M. J. AHEARNE, R.T. FRAMBACH ve R. K. MOENAERT (2005), “The Adoption of Information Technology In The Sales Force”, Ind. Mark. Manag.,34, pp 323–326.
  • SCHEPERS, J. ve M. WETZELS (2007). A Meta-Analysis Of The Technology Acceptance Model: Investigating Subjective Norm and Moderation Effects. Information & Management, 44(1), 90-103.
  • SENECAL, S., E. B. PULLİNS ve R. E. BUEHRERN (2007), “The Extent of Technology Usage and Salespeople: An Exploratory Investigation”, Journal of Business & Industrial Marketing, 22(1), 52-61.
  • REDAY, P. A., R. MARSHAL ve A. PARASURAMAN (2009), “An Interdisciplinary Approach to Assessing The Characteristics and Sales Potential of Modern Salespeople”, Ind. Mark. Manag., 38, pp 838–844.
  • ROBINSON, Jr. L., G.W. Marshall ve M.B. Stamps (2005a), “An Empirical Investigation of Technology Acceptance in A Field Sales Force Setting”, Ind. Mark. Manag., 34(4), pp 407–415.
  • ROBINSON, Jr. L. G.W. MARSHALL ve M.B. STAMPS (2005b), “Sales Force of Use of Technology: Antecedents to Technology Acceptance”, J. Busi. Res., 58, pp 162316
  • ROGERS, Everett M. (1995), Diffusion of İnnovations. Free Press, 4. Baskı New York.
  • ROGERS, E. M., ve F. F. SHOEMAKER (1971), “Communication of Innovations; A Cross-Cultural Approach”, Free Press,2. Baskı. New York.
  • TANNER, J.F., C. FOURNIER, J. A.WISE, S. HOLLET ve J. POUJOL (2008), “Executive’s Perspective of The Changing Role of The Sales Profession: View From France”, The United States and Mexico, J Busi.&Ind. Mark., 23 (3), pp 19320
  • TRAINOR, K.J., A. RAPP, L.S. BEITELSPACHER ve N. SCHILLEWAERT (2011), “Integrating Information Technology and Marketing: An Examination of The Drivers and Outcomes of E-Marketing Capability”,Ind.Mark.Man.,40, pp 162-174. VENKATESH, V. ve F. DAVIS (2000), “A Theoretical Extension of The Technology Acceptance Model: Four Longitudinal Field Studies”, Manag. Sci., 46(2), pp 18620
  • YAVEROĞLU, I. S. ve N. DONTHU (2002), “Cultural İnfluences on The Diffusion of New Products”, Journal of International Consumer Marketing, 14(4), 49-63
Toplam 36 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Serap Çabuk

Ceyda Tanrıkulu

Levent Gelibolu

Yayımlanma Tarihi 13 Mart 2014
Gönderilme Tarihi 13 Mart 2014
Yayımlandığı Sayı Yıl 2014Cilt: 15 Sayı: 1

Kaynak Göster

APA Çabuk, S., Tanrıkulu, C., & Gelibolu, L. (2014). Satışçıların Teknoloji Kabulü ve Kişisel Yenilikçiliğin Teknoloji Kabulüne Etkisi. Cumhuriyet Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 15(1), 397-420.
 Kapak Resmi İndir

Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.