Behavioural aspects of marketing information systems

Abstract

A survey of 84 users of marketing information systems in 33 companies was conducted to determine the relationship between usage of their systems and (i) attitude factors, (ii) perceived organizational factors, (iii) personality dimensions. Principal components analysis was used to derive underlying attitude and organizational factors as measured by responses to a series of statements derived from exploratory research. Personality was measured by means of the Eysenck Personality Inventory. Usage of the system was measured by seven usage variables constructed to capture the various dimensions of usage identified at the exploratory stage of the research. A series of multiple regressions were used to relate the criterion variables (usage dimensions) to each of the predictor variables (attitude factors, perceived organizational factors, and personality). A number of attitude factors, and perceived organizational factors was found to be significantly related to usage. In the main, personality was not related to usage. The results support earlier research in the USA which indicate association between attitudes and usage, and point to the importance of researching organizational aspects which may affect usage. A number of specific features of marketing information systems design is supported by the results of this study. The paper, therefore, provides an analysis of a wider number of factors which may be related to use than earlier studies, provides statistical support for a number of design issues, relates American findings to British experience and is based upon a larger and more comprehensive sample than previous research.