Mobile CRM in industrial firms salespeople's intention to adopt mobile solutions

Mobiiliteknologian ja -sovellusten vaikutus organisaatioiden suorituskykyyn on herättänyt huomiota sekä organisaatioissa että akateemisessa maailmassa. Ei kuitenkaan vielä tarpeeksi tiedetä siitä, mikä saa myyntihenkilöstön omaksumaan mobiiliteknologiaa. Tämä tutkimus osallistuu tähän keskusteluu...

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Main Authors: Nisula, Rosa, Pirttiniemi, Janne
Other Authors: Faculty of Information Technology, Informaatioteknologian tiedekunta, Tietojenkäsittelytieteiden laitos, Department of Computer Science and Information Systems, University of Jyväskylä, Jyväskylän yliopisto
Format: Master's thesis
Language:eng
Published: 2013
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/41940
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author Nisula, Rosa Pirttiniemi, Janne
author2 Faculty of Information Technology Informaatioteknologian tiedekunta Tietojenkäsittelytieteiden laitos Department of Computer Science and Information Systems University of Jyväskylä Jyväskylän yliopisto
author_facet Nisula, Rosa Pirttiniemi, Janne Faculty of Information Technology Informaatioteknologian tiedekunta Tietojenkäsittelytieteiden laitos Department of Computer Science and Information Systems University of Jyväskylä Jyväskylän yliopisto Nisula, Rosa Pirttiniemi, Janne Faculty of Information Technology Informaatioteknologian tiedekunta Tietojenkäsittelytieteiden laitos Department of Computer Science and Information Systems University of Jyväskylä Jyväskylän yliopisto
author_sort Nisula, Rosa
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description Mobiiliteknologian ja -sovellusten vaikutus organisaatioiden suorituskykyyn on herättänyt huomiota sekä organisaatioissa että akateemisessa maailmassa. Ei kuitenkaan vielä tarpeeksi tiedetä siitä, mikä saa myyntihenkilöstön omaksumaan mobiiliteknologiaa. Tämä tutkimus osallistuu tähän keskusteluun tutkimalla, mitkä tekijät vaikuttavat myyntipäälliköiden aikomuksiin käyttää mobiilia asiakkuuksienhallintajärjestelmää. Tämän tutkimiseksi, käsitteellinen malli rakennettiin teknologian hyväksymiseen ja omaksumiseen liittyvän kirjallisuuden pohjalta. Erityistä näkemystä haettiin mobiiliteknologian omaksumista ja myyntiä tukevia teknologioita käsittelevästä kirjallisuudesta. Tutkimus hyödynsi kokeellista ja määrällistä tutkimusotetta testatakseen luotua mallia. Online-kysely lähetettiin viidelle suomalaiselle teollisuusyritykselle. Kaikkiaan kysely keräsi 105 vastausta maailmanlaajuisesti. Mallia testattiin käyttäen rakenneyhtälömallinnusta (structural equation modelling, SEM) ja tarkemmin ottaen osittainen pienimmän neliösumman regressioanalyysi (partial least squares, PLS) valittiin arvioimaan rakenneyhtälön muuttujia. Löydöksemme osoittivat, että käyttöaikomusta pystytään merkittävästi selittämään havaitun käyttäytymiseen liittyvän kontrollin, havaitun hyödyllisyyden ja havaitun tavoiteltavuuden avulla. Sosiaaliset vaikuttimet selittivät molempia määrääviä teknologiaan liitettäviä uskomuksia (eli havaittua helppokäyttöisyyttä ja hyödyllisyyttä), kun taas henkilökohtainen innovatiivisuus selitti ainoastaan havaittua helppokäyttöisyyttä. Asenteella ei ollut vastoin hypoteesiamme merkittävää vaikutusta käyttöaikomukseen. Mobile technology and services have gained attention in organisations and academia alike in terms of what are their impact on organisational performance. There is however little information on what drives salespeople to adopt mobile technology. Our study contributes this discourse by investigating what are the antecedents of behavioural intention when regarding the use of mobile customer relationship management in the course of sales managers’ work. To examine this, a conceptual model was developed based on literature on technology adoption and acceptance research. Specific insight was sought from literature focusing on mobile technology adoption and sales automation technology. This study utilised exploratory quantitative approach in order to empirically test the model. An online survey was sent to 5 Finnish firms operating in industrial sector. In total, the survey gathered 105 responses globally. The model was tested via structural equation modelling (SEM), and more specifically partial least squares (PLS) was chosen to estimate the parameters of SEM. Our findings indicated that behavioural intention was sufficiently explained by perceived behavioural control, perceived usefulness and perceived reachability. Social influences explained both key technology related beliefs (i.e., perceived ease of use and perceived usefulness), whereas personal innovativeness only explained perceived ease of use. Contrary to our hypothesis, attitude did not exert sufficient effect on behavioural intention.
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spellingShingle Nisula, Rosa Pirttiniemi, Janne Mobile CRM in industrial firms : salespeople's intention to adopt mobile solutions teknologian hyväksyminen TAM mobiiliteknologian omaksuminen mobiili asiakkuuksien hallinta PLS Information Systems Science Tietojärjestelmätiede 601 teknologia hyväksyminen langaton tekniikka asiakkuudenhallinta
title Mobile CRM in industrial firms : salespeople's intention to adopt mobile solutions
title_alt Salespeople's intention to adopt mobile solutions
title_full Mobile CRM in industrial firms : salespeople's intention to adopt mobile solutions
title_fullStr Mobile CRM in industrial firms : salespeople's intention to adopt mobile solutions Mobile CRM in industrial firms : salespeople's intention to adopt mobile solutions
title_full_unstemmed Mobile CRM in industrial firms : salespeople's intention to adopt mobile solutions Mobile CRM in industrial firms : salespeople's intention to adopt mobile solutions
title_short Mobile CRM in industrial firms
title_sort mobile crm in industrial firms salespeople s intention to adopt mobile solutions
title_sub salespeople's intention to adopt mobile solutions
title_txtP Mobile CRM in industrial firms : salespeople's intention to adopt mobile solutions
topic teknologian hyväksyminen TAM mobiiliteknologian omaksuminen mobiili asiakkuuksien hallinta PLS Information Systems Science Tietojärjestelmätiede 601 teknologia hyväksyminen langaton tekniikka asiakkuudenhallinta
topic_facet 601 Information Systems Science PLS TAM Tietojärjestelmätiede asiakkuudenhallinta hyväksyminen langaton tekniikka mobiili asiakkuuksien hallinta mobiiliteknologian omaksuminen teknologia teknologian hyväksyminen
url https://jyx.jyu.fi/handle/123456789/41940 http://www.urn.fi/URN:NBN:fi:jyu-201308082129
work_keys_str_mv AT nisularosa mobilecrminindustrialfirmssalespeoplesintentiontoadoptmobilesolutions