본 연구는 판매원이 지각한 판매자동화시스템 기술에 대한 심념요인의 선행요인인 개인혁신성과 경험과의 관계를 규명하고, 이들 요인들이 판매원의 태도와 기술사용행동에 어떠한 영향을 미치는지를 파악하는데 목적을 둔다. 실증분석 결과, 첫째 판매원의 개인혁신성은 판매자동화시스템의 지각된 유용성과 지각된 사용편의성에 긍정적 양향을 줄 것이라는 가설에서 지각된 ‘유용성’은 기각되었고, ‘편의 성’은 지지되었다. 둘째 판매원의 서비스 및 근무경험은 판매자동화시스템의 지각된 유용성과 지각된 사용편의성에 대해 부정적인 영향을 미칠 것이라는 가설은 기각되었다. 셋째 영업자동화에 대한 지각된 사용편의성은 지각된 유용성에 긍정적인 영향을 미칠 것이라는 가설은 지지되었다. 넷째 판매자동화시스템에 대한 지각된 유용성과 지각된 사용편의성은 기술수용에 대한 감정적 태도에 긍정적인 영향을 미칠 것이라는 가설에서 ‘유용성’은 지지, ‘편의성’은 기각되었다. 다섯째 판매자동화시스템기술에 대한 감정적 태도는 사용행동에 긍정적 영향을 미칠 것이라는 가설은 기각되었다. 요컨대 판매원의 사용행동을 강화하기 위해서는 각자의 상황을 잘 파악하여, 시스템사용이 성과를 높일 수 있다는 신념과 태도를 심어주는 과학적인 교육프로그램개발과 시스템이 과업에 적합하도록 지속적인 개선이 이루어져야 할 것이다.

Based on the literature review, this study integrated the constructs of personal innovativeness and experience, perceived usefulness, perceived ease of use, attitude and behavioral usage into a comprehensive research framework. Overall, the hypothesized research model explained behavioral usage of adopting sales force automation system by salesperson moderately well. On the other hand, attitude were related to behavioral usages of adopting sales force automation system. Congruent with this, analysis of the standardized path coefficients indicated that perceived communication informational effectiveness of technology was the most important factor affecting behavioral usages. The study has provided some preliminary evidence concerning salesperson' psychological factors to sales force automation system adoption. The finding can be summerized a follows, 1) Personal innovativeness is negatively related to perceived usefulness and it is positively related to perceived ease of use. 2) Salespeople with more length of service work experience appeared to have a positive effect on perceived usefulness and perceived ease of use. 3) Perceived usefulness appeared to have a positive effect on perceived ease of use. 4) Perceived usefulness appeared to have a positive effect on attitude perceived ease of use attitude. 5) Attitude appeared to have a negative effect on Usage Behavior of Sales Force Automation System

Based on the literature review, this study integrated the constructs of personal innovativeness and experience, perceived usefulness, perceived ease of use, attitude and behavioral usage into a comprehensive research framework. Overall, the hypothesized research model explained behavioral usage of adopting sales force automation system by salesperson moderately well. On the other hand, attitude were related to behavioral usages of adopting sales force automation system. Congruent with this, analysis of the standardized path coefficients indicated that perceived communication informational effectiveness of technology was the most important factor affecting behavioral usages. The study has provided some preliminary evidence concerning salesperson' psychological factors to sales force automation system adoption. The finding can be summerized a follows, 1) Personal innovativeness is negatively related to perceived usefulness and it is positively related to perceived ease of use. 2) Salespeople with more length of service work experience appeared to have a positive effect on perceived usefulness and perceived ease of use. 3) Perceived usefulness appeared to have a positive effect on perceived ease of use. 4) Perceived usefulness appeared to have a positive effect on attitude perceived ease of use attitude. 5) Attitude appeared to have a negative effect on Usage Behavior of Sales Force Automation System

Sales Force Automation System, Personal Innovativeness