The interactive visual aid (IVA) on a tablet PC technology platform is a relatively new marketing tool. The IVA was developed to replace the visual aid brochure, also known as pharmaceutical promotional literature. The IVA is used by biotechnology area business managers (ABMs) to promote their respective medications directly to a healthcare provider (HCP).
Biotechnology corporations are equipping their sales forces with tablet PCs to leverage customer relationship management (CRM) tools, adhere to compliance and FDA regulatory policies, and to launch marketing tools such as the IVA. Do these companies know the factors contributing to the sales representatives’ utilization and adoption of an IVA? What are the factors that determine if a biotechnology sales representative will utilize an IVA in front of customers in the absence of management supervision? This study will identify the factors that contribute to the utilization of an IVA on a tablet PC platform by a biotechnology sales force. Research Methods.
Review of previous research resulted in the determination that a quantitative method in conjunction with a survey was the most appropriate given the objective and background of the research for this study.
Multivariate analysis was used to determine the correlation between the dependent and independent variables. As a result, inferential statistics were used to identify correlations between items, constructs, and the dependent variable in the form of a regression analysis.
Data was analyzed using Partial Least Squares (PLS) a form of Structural Equation Modeling (SEM) software. Consistent with prior research, analysis utilized a two-step process. In the first stage, the measurement model was evaluated to determine the reliability and validity of the constructs. Next, the structural model was evaluated to examine the predictive relevance of the model, magnitudes of effects, and variance. To address the research questions, a purposive sample of 172 ABMs from one biotechnology corporation was used for this study. Descriptive statistics, such as frequency of response, was used to determine aggregate respondents’ age, and gender utilized in this study. Research Results/Findings.
This study demonstrates clear evidence of the intent to use an IVA by a biotechnology sales force is determined by the ABMs identifying a relative advantage (hypothesis supported) over the precursor. If the innovation, does not bring tangible advantages, then the likelihood of the ABM using that technology will be reduced. ABMs within the biotechnology corporation must find the IVA useful (hypothesis supported), they must be able to see others being successful using the innovation (hypothesis supported), and positive results need to be demonstrated (hypothesis supported). This study, consistent with prior research, found evidence that monitoring mechanisms such as repeated contract and behavioral evaluation can impact a sales representatives’ usage of an IVA on an iPad in selling discussions with customers. The biotechnology area business managers perceived voluntary use of the IVA also impacts usage intention. Whether implicit or explicit, the notion of mandating usage will impact usage intention. The results from this research demonstrate compatibility had a positive impact on the ABM’s intent to use an IVA on an iPad technology platform. However, it appears that having a trial period would exhibit no impact on either compatibility or usage intention. These results indicate that having such a trial period with the IVA may be a waste of resources and time. And, more attention needs to be paid to the compatibility between innovation usage and the way ABM’s conduct business. Conclusions from Research.
This study aimed to apply Moore and Benbasat’s (1991) modified diffusion of innovation theory, Sappington’s (1991) principal agent model, and Davis’ (1983) technology adoption model to determine usage intention of an IVA on a tablet PC platform by a biotechnology sales force. Consistent with prior research, the study found that factors pertaining to diffusion of innovation, agency theory, and technology adoption do affect ABMs’ IVA usage intention. Through mediation, three variables became more prominent in the alternative model’s prediction of user intention: relative advantage, compatibility and voluntariness.
In this study, the ABMs intent to use an IVA on a tablet PC platform during selling discussions with HCPs were impacted by the perceived advantages the IVA has over its predecessor, the compatibility the IVA had with the current work environment, and the ABMs’ voluntary use of the IVA.
|Advisor:||Johnson, Vess, Craven, Annette|
|Commitee:||Rubio, Albert, Scott, Jeannie J.|
|School:||University of the Incarnate Word|
|School Location:||United States -- Texas|
|Source:||DAI-A 79/10(E), Dissertation Abstracts International|
|Subjects:||Business administration, Marketing, Information science|
|Keywords:||Adoption, Diffusion, Smart PLS3-SEM, Tablet PC, Technology, Visual aid|
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