OPTIMIZING SALES FORCE AUTOMATION USE TO MAXIMIZE SALES PERFORMANCE Moderating Effects of Computer Self-Efficacy and Sales Experience

Existing SFA research mainly focuses on increasing the adoption and use of SFA by salespeople. However, increased technology use does not always improve performance. This study will apply Task-Technology Fit Theory and Task-Based Theory of Technology to test moderating effects of Computer Self-efficacy and Sales Experience on the SFA and sales performance relationship. Performance effects of SFA is expected to depend on individual characteristics of the salesperson. The study will open way for technology interfaces and training sessions customized for different user-groups depending on their individual characteristics. 1