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This study examines a model that discriminates between internalized collective performance expectancy (ICPE) and evaluative individual performance expectancy (EIPE) related to utilization of sales force automation (SFA) technology in an international setting. A field study was conducted with a sample of 141 sales representatives utilizing SFA technology in five countries. Results of the study showed that salesperson ICPE had a significant positive effect on SFA utilization and salesperson EIPE failed to show a significant direct effect on SFA utilization. However, salesperson EIPE had a significantindirect effect on SFA utilization through salesperson ICPE. This research supports the need for better managerial and vendor understanding of cultural value–specific factors related to field sales technology utilization.
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Baker et al. (2013) studied this question.
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