Resumen

BARAHONA VINASCO, José Fernando  y  CALDERON GARCIA, Haydeé. VENDOR'S ATTITUDE TOWARD TECHNOLOGICAL INNOVATIONS AND ITS INFLUENCE ON SALES PERFORMANCE. Innovar [online]. 2017, vol.27, n.66, pp.29-39. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v27n66.66709..

The aim of this work is to determine how vendors' attitude toward technology could be a critical factor in the implementation of the process of sales force automation (SFA). It is assumed from the Technology Acceptance Model (TAM) that attitude is determined by perceived utility and the easiness for its usage. We introduce as a novel feature to the model the relationship of such construct with performance. The conceptual model is contrasted through structural equations in a sample of Colombian sellers. Results establish that the perception of easiness in the use of technology positively influences both its perceived utility and the attitude toward its usage. However, the perceived utility of technology does not show a direct relation to the attitude toward its use, and likewise there is no direct relationship between the attitude toward use and sales performance.

Palabras clave : Attitude; sales force automation; performance; Technology Acceptance Model; perception.

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