Personality traits and sales force automation usage

Sales force automation (SFA) systems have been used to support sales people and managers in sales force effectiveness since the 1980s. Most studies related to SFA have focused on usage, effectiveness, cost benefits, and factors leading to SFA utilization. These studies widely investigate individual characteristics and apply these in models of technology acceptance and adoption related to SFA. A number of studies also demonstrated the relationship between personality traits and sales performance, job performance, and job satisfaction. Nevertheless, research on SFA has not yet used the term "personality".;The aim of this study is to examine the relationship between personality traits and SFA usage, with a purpose of identifying which personality traits are most likely to adopt SFA innovations. In addition, this study also attempts to examine the effects of demographical variables such as age, education and practical job experience on SFA usage.;The methodology used in this study includes both content analysis and a quantitative survey. Research data was collected from medical representatives in Taiwan. The instruments applied included a personality trait scale and SFA usage questionnaire. The results of the research demonstrated that managers should not consider personality as an issue in integrating SFA technology into medical representatives' daily routine.