earticle

영어

The motivation of this study is to understand the usage of mobile sales services by insurance sales force. With the increase of smart mobile devices and the improvement of wireless network quality, insurance companies have made their attempt to apply the new technology as a smart sales tool. However, while there are some sales people who are utilizing the new mobile service as an effective tool to deliver information to customers and ultimately to improve their sales, other sales people still have no intention to use the new service. Thus, to comprehend why some are adopting the new tool and why others are not, this paper essentially constructs a conceptual framework of sales force’s acceptance of mobile sales system. The framework is based on the UTAUT. Among the variables, we investigate that perceived ease of use on the ground of usability engineering. This study will help to improve the actual penetration by exploring the major factors affecting the intention to use the new mobile sales system.