Toward understanding new sales employees' participation in marketing-related technology: Motivation, voluntariness, and past performance

Michael A. Levin, Jared M. Hansen, Debra A. Laverie

Research output: Contribution to journalReview article

26 Scopus citations

Abstract

Firms want sales representatives to use social media technologies to connect with relational partners, including customers, suppliers, and other employees. As a result, firms attempt to recruit business students who are experienced with different forms of social media. The focus of this research is on high self-disclosure, low media-richness social media, such as blogging, that works well for central route persuasion. To better understand sales employee participation in blogging, we consider motivation to use sales- and marketing-related technology. This study extends the research on motivation by (1) distinguishing between three forms of motivation - intrinsic, extrinsic, and apathetic - and (2) exploring the potential moderating effects of (a) voluntariness on intention-to-use to actual use and (b) past performance on use to objective outcome. We collected data at two time periods for voluntary and involuntary respondents, and analyzed the data using PLS regression. We find that apathetic motivation appears independent of extrinsic and intrinsic motivations. Including apathetic motivation improves the explanatory power of motivation and extends the understanding of the moderating influence of voluntariness and individuals' past performance in the model.

Original languageEnglish
Pages (from-to)379-393
Number of pages15
JournalJournal of Personal Selling and Sales Management
Volume32
Issue number3
DOIs
StatePublished - Jul 1 2012

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