The Roles of Sales Technologies for Salespeople: Techno Demands and Resources Model Perspective

The purpose of this study is to examine the effects of a salesperson’s techno-demands and techno-resources created by new sales-related information technology on salespersons’ attitudinal and behavioral outcomes such as job burnout, job satisfaction, turnover intention, and sales performance. In order to test the proposed framework, data were collected from 305 salespeople in Korea. The results of a partial least squared structural equation modeling (PLS-SEM) analysis showed that techno-demands have a significant positive effect on salespeople’s job burnout and techno-resources have a significant positive effect on salespeople’s job satisfaction. Salespeople’s job burnout has a significant positive effect on salespeople’s turnover intention, whereas salespeople’s job satisfaction has a significant positive effect on salespeople’s sales performance. Finally, salespeople’s job satisfaction has a negative effect on turnover intention. Theoretically, this study develops a new comprehensive framework of the techno demands–resources model and is empirically tested in the context of salespeople. Managerially, the findings offer important insights to practitioners to leverage techno-resources to accelerate the sales technologies for sales activities.