TY - JOUR
T1 - Toward Understanding New Sales Employees Participation in Marketing Related Technology: Motivation, Voluntariness, and Past Performance
T2 - Motivation, voluntariness, and past performance
AU - Levin, Michael
AU - Hansen, Jared
AU - Laverie, Debra
PY - 2012/7/1
Y1 - 2012/7/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84864437408&partnerID=8YFLogxK
U2 - 10.2753/PSS0885-3134320307
DO - 10.2753/PSS0885-3134320307
M3 - Article
VL - 32
SP - 379
EP - 393
JO - Journal of Personal Selling and Sales Management
JF - Journal of Personal Selling and Sales Management
IS - 3
ER -