شبکه های اجتماعی موبایل و رفتارهای غیر وابسته به فروشندگان

This study investigates technology dependence associated with the work-related use of mobile social networking (MSN) by salespeople. A scale for maladaptive technology dependence behaviors (MTDB) is developed and empirically validated using survey data from 242 mid-level sales managers in the US. Personal and job-related antecedents, as well as consequences of MTDB for sales outcomes, are also examined. Results suggest that emotional attachment to MSN and perceptions of its greater affordances for task accomplishment may lead to maladaptive behaviors of overreliance on MSN for job completion, blind trust, cognitive absorption and dysfunctional use. These associations increase in organizations with competitive psychological climate. Findings also show that using MSN for prospecting does not lead to maladaptive dependence, as opposed to using it for customer relationship maintenance. Salespeople using MSN for relationship maintenance exhibit more maladaptive behaviors if they experience work-related role stress. Finally, salespeople who exhibit MTDB are less likely to complete their assignments and participate in teamwork. These findings provide tools for organizations to develop technology use policies, design sales training, and enhance the work environment. Future studies can examine dependencies on others types of technologies (CRM, marketing automation, etc.), and in other contexts (online retailing, social media analytics, etc.)