Interactive visual aid adoption within pharmaceutical sales organizations

Pharmaceutical companies have invested heavily to equip their sales organizations with interactive visual aids (IVAs) running on tablet PCs designed to increase sales productivity and reduce risks associated with regulatory non-compliance. However, research indicates that the majority of sales repre...

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Autores principales:	Thomas A. Dotter, Vess L. Johnson
Formato:	article
Lenguaje:	EN
Publicado:	Elsevier 2020
Materias:	Diffusion of innovation Pharmaceutical sales Self-determination theory Agency theory Electronic computers. Computer science QA75.5-76.95 Psychology BF1-990
Acceso en línea:	https://doaj.org/article/74c465e0ac134952b44e39f44b1281ab
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id	oai:doaj.org-article:74c465e0ac134952b44e39f44b1281ab
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spelling	oai:doaj.org-article:74c465e0ac134952b44e39f44b1281ab2021-12-01T05:03:16ZInteractive visual aid adoption within pharmaceutical sales organizations2451-958810.1016/j.chbr.2020.100017https://doaj.org/article/74c465e0ac134952b44e39f44b1281ab2020-08-01T00:00:00Zhttp://www.sciencedirect.com/science/article/pii/S2451958820300178https://doaj.org/toc/2451-9588Pharmaceutical companies have invested heavily to equip their sales organizations with interactive visual aids (IVAs) running on tablet PCs designed to increase sales productivity and reduce risks associated with regulatory non-compliance. However, research indicates that the majority of sales representatives within these organizations do not use the new technology. In this study, sales representatives from a major US-based pharmaceutical company are surveyed to better understand factors impacting IVA adoption. Using diffusion of innovation as the theoretical lens, findings from this study make significant contributions to both theory and practice. Results of the study indicate that relative advantage and compatibility positively affect usage intention while voluntariness negatively affects usage intention. In addition, evidence is found to support that both image and behavioral evaluation, in the form of financial compensation, positively affects relative advantage while behavioral evaluation and monitoring negatively affects voluntariness.Thomas A. DotterVess L. JohnsonElsevierarticleDiffusion of innovationPharmaceutical salesSelf-determination theoryAgency theoryElectronic computers. Computer scienceQA75.5-76.95PsychologyBF1-990ENComputers in Human Behavior Reports, Vol 2, Iss , Pp 100017- (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	Diffusion of innovation Pharmaceutical sales Self-determination theory Agency theory Electronic computers. Computer science QA75.5-76.95 Psychology BF1-990
spellingShingle	Diffusion of innovation Pharmaceutical sales Self-determination theory Agency theory Electronic computers. Computer science QA75.5-76.95 Psychology BF1-990 Thomas A. Dotter Vess L. Johnson Interactive visual aid adoption within pharmaceutical sales organizations
description	Pharmaceutical companies have invested heavily to equip their sales organizations with interactive visual aids (IVAs) running on tablet PCs designed to increase sales productivity and reduce risks associated with regulatory non-compliance. However, research indicates that the majority of sales representatives within these organizations do not use the new technology. In this study, sales representatives from a major US-based pharmaceutical company are surveyed to better understand factors impacting IVA adoption. Using diffusion of innovation as the theoretical lens, findings from this study make significant contributions to both theory and practice. Results of the study indicate that relative advantage and compatibility positively affect usage intention while voluntariness negatively affects usage intention. In addition, evidence is found to support that both image and behavioral evaluation, in the form of financial compensation, positively affects relative advantage while behavioral evaluation and monitoring negatively affects voluntariness.
format	article
author	Thomas A. Dotter Vess L. Johnson
author_facet	Thomas A. Dotter Vess L. Johnson
author_sort	Thomas A. Dotter
title	Interactive visual aid adoption within pharmaceutical sales organizations
title_short	Interactive visual aid adoption within pharmaceutical sales organizations
title_full	Interactive visual aid adoption within pharmaceutical sales organizations
title_fullStr	Interactive visual aid adoption within pharmaceutical sales organizations
title_full_unstemmed	Interactive visual aid adoption within pharmaceutical sales organizations
title_sort	interactive visual aid adoption within pharmaceutical sales organizations
publisher	Elsevier
publishDate	2020
url	https://doaj.org/article/74c465e0ac134952b44e39f44b1281ab
work_keys_str_mv	AT thomasadotter interactivevisualaidadoptionwithinpharmaceuticalsalesorganizations AT vessljohnson interactivevisualaidadoptionwithinpharmaceuticalsalesorganizations
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Interactive visual aid adoption within pharmaceutical sales organizations

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