Satışçıların Teknoloji Kabulü ve Kişisel Yenilikçiliğin Teknoloji Kabulüne Etkisi

Serap Çabuk, Ceyda Tanrıkulu, Levent Gelibolu
942 165

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

Tam metin:

PDF

Referanslar


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