TECHNOLOGY ACCEPTANCE MODEL (TAM) FOR PHARMACEUTICAL MARKETING EXECUTIVES: VALIDATION AND IMPLICATIONS FOR HUMAN RESOURCE MANAGEMENT

Abstract

The technology acceptance model (TAM) is a popular measure of user adoption and acceptance of technology. The pharmaceutical marketing industry has largely incorporated technology-based applications to enhance operational efficiency, effectiveness, and client engagement in the past decade. No study has explored user acceptance by pharmaceutical executives in the context of technology's impact on performance. The study aims to explore the relationship between perceived ease of use (PEOU), perceived usefulness (PU), and behavioral intention (BIU) in the context of the perceived impact of technology on performance (TechIMP). Hypotheses were tested using factor-based structural equation modeling. A random sample of 282 marketing executives was drawn from pharmaceutical companies in Nigeria using an online questionnaire. The developed model provided acceptable measures of fit and validity. Significant positive relationships exist between PEOU, PU, and BIU, explaining 58% of the variance in TechIMP. PEOU had a stronger impact on BIU compared to PU. BIU was a significant link between PEOU and PU to TechIMP. Multigroup analysis showed key differences between male and female executives. The study adds to the existing literature by extending TAM to include TechIMP. Managers should enhance positive user perception and acceptance by engaging in simulated training before introducing new technology and ensuring flexibility of technology use.