Title: Factors affecting acceptance of the internet as a marketing intelligence tool among sales staff
Authors: Neda Foroutan; Mohammad R. Esfidani
Addresses: Faculty of Advance Science and Technology, Islamic Azad University Pharmaceutical Sciences Branch, Tehran, Iran ' Faculty of Management, University of Tehran, Tehran, Iran
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.
Keywords: marketing intelligence; salespeople; sales staff; internet; technology.
International Journal of Electronic Customer Relationship Management, 2018 Vol.11 No.2, pp.142 - 157
Accepted: 09 Oct 2017
Published online: 20 Feb 2018 *