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  • 學位論文

影響業務人員採用銷售力自動化系統之因素探討---TAM模式的延伸與應用

Antecedents of the SFA System Usage: An Extension and Application of Technology Acceptance Model

指導教授 : 陳嵩

摘要


在今日競爭激烈的市場,為維持競爭優勢,學術研究者及企業皆強調關係行銷的重要性;而為了提昇銷售人員生產力、有效管理顧客關係,釵h公司在銷售部門導入了銷售力自動化系統。然而,天下沒有白吃的午餐,推動SFA系統的成本相當龐大,個別公司不但需在SFA系統上投資相當大的金錢與時間,SFA的執行的失敗率更高達80%。有鑑於執行SFA的潛在高報酬及相對高失敗風險,而銷售人員對SFA科技的接受、採用則是SFA系統推動成敗的重要關鍵之一,因此「如何激勵銷售人員使其接納並充份使用SFA科技」的議題成為近年來國內、外學術研究者所關注的焦點。 本研究參考並擴展科技接受模式(Technology Acceptance Model, TAM)的理論,探討、驗證外部變項(包括組織支援、社會影響力、及個人特質)對銷售人員SFA系統採用過程的影響,並以近期(95年9月)導入SFA系統的保誠人壽保險公司台南區的284位理財專員為問卷調查實證對象。 驗證性因素分析(CFA)顯示,本研究問卷各量表具有極佳的整體配適度、信度及效度。結構方程模式(SEM)的路徑分析(path analysis)結果顯示,(1)理財人員知覺SFA系統的有用性、易用性、威脅性不但直接影響對SFA系統的使用,知覺易用性亦透過中介變項—知覺有用性間接影響SFA系統的使用。(2)在外部變項方面,使用者訓練及同儕使用對知覺信念及SFA系統的使用之影響最大。最後,研究者依據實證結果提出建議以供企業主管及人力資源部門之參考。

並列摘要


Nowadays the market becomes intensively competitive. In order to maintain competitive advantage, academics and enterprise all emphasize the importance of relational marketing. At the same time, many companies implement sales force automation (SFA) as an integral part for the enhancement of the personnel productivity and effectively to manage the customer relational. As the old saying goes “No Pain, no gain”, launching the SFA system cost a huge spending. Therefore, the individual company must spend a lot of time and money on it. But mostly the SFA is easily caused a higher failure up to 80 %. Since SFA execution has potential producing high returns carry high risk and at the same time, the acceptance and adoption for Salesmen toward using SFA is one of the key factors to affect the success in launch SFA. Therefore, in recent years, the issue “How to encourage salespeople – to them accept and full use in SFA system” has received higher attention in academia. This study, based on and extended technology acceptance model (TAM), explores the influence of external variables (including organizational support, social influence, and personal characteristics) on the salespeople’s adoption process of SFA system. Two hundreds and eighty-five financial consultants from one life insurance company in sonthern Taiwan were sampled as subjects. The results of confirmatory factor analysis indicate that this questionnaire has good model fit, reliability and validity. The SEM path analysis shows that respondes perceive usefulness, ease of use, and the consciousness of threats all have direct influence on usage of the SFA system. Also, the perceived ease of use has indirectly influence usage of SFA system through the perceived usefulness. The findings also show that the external variables, user’s training and peers’ usage have the most influence toward perceived beliefs and the usage of SFA system. Finally, this study provides suggestions and recommendation for business authorities, human resources department, and future researches.

參考文獻


陳嵩、蘇淑芬(2006),「銷售人員的目標取向—組織環境及個人成氐k因信念的角色」,人力資源管理學報,第6卷第1期,1~29頁。
陳嵩 (2004),「新金融服務開發過程的行銷活動對其績效之影響---服務/市場新穎性的干擾角色」,管理學報,第21卷第4期,535-555。
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