Factors affecting acceptance of the internet as a marketing intelligence tool among sales staff

Q2 Business, Management and Accounting

International Journal of Electronic Customer Relationship Management Pub Date : 2018-03-06 DOI:10.1504/IJECRM.2018.10011236

Neda Foroutan, M. Esfidani

引用次数: 0

Abstract

The main objective of this study is to identify factors affecting acceptance of the internet as a marketing intelligence tool among sales staff. This research is descriptive-measuring form the field branch and the way of gathering theoretical discussion is library manner. Its data has been obtained by questionnaire. Validity by the experts and its reliability by using Cronbach's alpha were proved. A simple random sampling method was used to select the respondents of the survey. In this paper, descriptive statistics are used to show demographic characteristic and to confirm or reject hypotheses, regression analysis and univariate analysis of variance has been used. The results augment the role of Supervisor support as the essential driver of salespeople's attitude to adopt sales technology and perceived usefulness (PU) as a secondary driver and after all perceived ease of use (PEOU) is the third driver of salespeople's attitude to adopt sales technology.

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影响销售人员接受互联网作为营销智能工具的因素

本研究的主要目的是确定影响销售人员接受互联网作为营销智能工具的因素。本研究是从领域分支的描述性测量，收集理论讨论的方式是图书馆方式。其数据是通过问卷调查获得的。验证了专家的有效性和Cronbachα的可靠性。采用简单的随机抽样方法选择调查对象。在本文中，描述性统计被用来显示人口统计学特征和确认或拒绝假设，回归分析和单变量方差分析被使用。研究结果增强了主管支持作为销售人员采用销售技术态度的主要驱动因素的作用，而感知有用性（PU）作为次要驱动因素，毕竟感知易用性（PEOU）是销售人员采用营销技术态度的第三驱动因素。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Customer Relationship Management Business, Management and Accounting-Business, Management and Accounting (all)

CiteScore

1.30

自引率

0.00%

发文量

期刊介绍： The aim of IJECRM is to provide an international forum and refereed reference in the field of electronic customer relationship management (ECRM). It also addresses the interaction, collaboration, partnership and cooperation between small and medium sized enterprises (SMEs) and larger enterprises in a customer relationship. More innovative analysis and better understanding of the complexity involved in a customer relationship are essential in today''s global businesses. Therefore, manuscripts offering theoretical, conceptual, and practical contributions for ECRM are encouraged. Topics covered include: -Electronic customer relationship management (ECRM) -CRM strategy, marketing, technology and software -Custom marketing and sales management -Customer lifetime value, loyalty, satisfaction, behaviour, databases -Issues for implementing CRM systems/solutions for CRM problems -Tools for capturing customer information, managing/sharing customer data -Partner relationship management, strategic alliances/ partnerships -Business to business market (B2B), business to consumer market (B2C) -Enterprise resource planning (ERP) -Supply chain dynamics and uncertainty, supplier relationship management (SRM) -E-commerce customer relationships on the internet -Supply chain management, channel management, demand chain management -Manufacturing, logistics and information technology/systems -Supplier and distribution networks, international issues -Performance measurement/indicators, research, modelling