The Extended Technology Acceptance Model Discussing the Factors of Effecting Sales Using the SFA System – A Case Study on a Telecommunication Company

• Main Authors: Jen-Ho Lee, 李人和
• Other Authors: Hong-Tu Liao
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/41384583358719582676

碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 97 === With the fast advances in modern info technology, info management system has been widely accepted and applied in various industries. Also, many companies implement sales force automation (SFA) as an integral part for the enhancement of the personnel productivity and effectively to manage the customer relationship. The telecommunications industry has also taken seriously to strengthening the marketing ability of using the SFA, since SFA execution has potential large reward and relatively of failure carries high risk. And the acceptance and adoption for salesmen toward using SFA is one of the key factors to affect the success in launch SFA. In recent years, “How to encourage salesmen –who full use SFA system” has been paid the most attention by academia. The purpose of this thesis is to predict salesmen attitude and intention of using SFA by extending technology acceptance model(TAM). The way we extend TAM is to add six external variables like perceived threats, computer self-efficacy, subjective norms, user training, system qty and info quality into the original one. This thesis involves 97 valid samples. SEM is employed to examine the entire pattern of inter-correlations among these proposed constructs. The results reveal the following: 1. Perceived usefulness and perceived ease of use have significant positive direct effect on intention to use. Perceived threats have significant negative direct effect on perceived usefulness. 2. Subjective norms, user training, system quality & info quality have significant positive correlation on intention to use. Finally, suggestions for business authority future research are presented.