Factors affecting acceptance of the internet as a marketing intelligence tool among sales staff

Abstract

The main objective of this study is to identify factors affecting acceptance of the internet as a marketing intelligence tool among sales staff. This research is descriptive-measuring form the field branch and the way of gathering theoretical discussion is library manner. Its data has been obtained by questionnaire. Validity by the experts and its reliability by using Cronbach's alpha were proved. A simple random sampling method was used to select the respondents of the survey. In this paper, descriptive statistics are used to show demographic characteristic and to confirm or reject hypotheses, regression analysis and univariate analysis of variance has been used. The results augment the role of Supervisor support as the essential driver of salespeople's attitude to adopt sales technology and perceived usefulness (PU) as a secondary driver and after all perceived ease of use (PEOU) is the third driver of salespeople's attitude to adopt sales technology.