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題 名 | 以修正科技接受模式探討銷售人員銷售力自動化系統之使用=Extending the TAM for the Sales Force Automation System Usage in the Sales Force |
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作 者 | 陳嵩; 李佩芬; 陳光偉; | 書刊名 | 輔仁管理評論 |
卷 期 | 18:2 2011.05[民100.05] |
頁 次 | 頁23-55 |
分類號 | 494. ' 494.3 |
關鍵詞 | 科技接受模式,銷售力自動化,使用者訓練; 上司支持; 同儕使用; Technology acceptance model; Sales force automation; User’s training; Supervisor’s support; Peers’ usage; |
語 文 | 中文(Chinese) |
中文摘要 | 為了有效管理顧客關係、提昇銷售人員的生產力,許多公司求助於銷售力自動化 (SFA) 系統。由於銷售人員對SFA 系統的低度使用是SFA 成功施行的一個重要絆腳石,因此國外許多研究採用科技接受模式 (TAM),探討外部變項對銷售人員知覺SFA 系統的有用性及易用性、SFA 系統接受度或使用之影響,惟國內少有研究探討、驗證之。有鑑於銷售人員可能視企業導入的SFA 系統是一種威脅,因此本研究將知覺威脅性納入科技接受模式,探討、推論可由組織主導的外部變項 (包括使用者訓練、上司支持、及同儕使用) 對銷售人員SFA 系統的知覺信念及使用行為之影響,並以近期導入SFA 系統的某壽險公司284 位理財專員為問卷調查實證對象。結構方程模式分析結果顯示,受試者知覺SFA 系統的有用性、易用性、及威脅性皆會直接影響SFA 系統的使用;此外,使用者訓練、上司支持及同儕使用對受試者SFA 系統的知覺信念及使用行為亦呈顯著的影響。最後,研究者依據實證結果提出建議供企業主管及人力資源部門之參考。 |
英文摘要 | In order to effectively manage customer relationships and enhance sales force productivity, many companies are turning to sales force automation (SFA) tools. Yet, sales force resistance is still a major stumbling block that prevents successful implementation of SFA. Researchers have explained salesperson’s SFA system acceptance processes using the mostly used technology acceptance model (TAM). However, the TAM model, which assesses perceived usefulness and perceived ease of use as the determinants of usage behavior, does not include perceived threats associated with a new technology (such as SFA system). This study, based on and extended TAM by including perceived threats, explores the influence of organization-directed external variables (including user’s training, supervisors’ support and peers’ usage) on the salespeople’s adoption process of SFA system. Two hundreds and eighty-four financial consultants from one life insurance company were sampled as subjects. The SEM analysis shows that responds perceive usefulness, ease of use, and threats all have direct influence on usage of the SFA system. The findings also show that user’s training, supervisors’ support and peers’ usage all have influence toward perceived beliefs or the usage of SFA system. Finally, this study provides suggestions and recommendation for business authorities, human resources department, and future researches. |
本系統中英文摘要資訊取自各篇刊載內容。