Date of Degree

5-2018

Document Type

Dissertation

Degree Name

Doctor of Business Administration (DBA)

Program

Business Administration

Advisor

Vess Johnson

Advisor

Alberto Rubio

Advisor

Jeannie Scott

Advisor

Annette Craven

Abstract

The interactive visual aid on a tablet PC technology platform is a relatively new marketing tool. The interactive visual aid was developed to replace the visual aid brochure, also known as pharmaceutical promotional literature. The interactive visual aid is used by biotechnology area business managers to promote their respective medications directly to a healthcare provider. Biotechnology corporations are equipping their sales forces with tablet PCs to leverage customer relationship management tools, adhere to compliance and Food and Drug Administration regulatory policies, and to launch marketing tools such as the interactive visual aid. Do these companies know the factors contributing to the sales representatives’ utilization and adoption of an interactive visual aid? What are the factors that determine if a biotechnology sales representative will utilize an interactive visual aid in front of customers in the absence of management supervision? This study will identify the factors that contribute to the utilization of an interactive visual aid on a tablet PC platform by a biotechnology sales force. 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 a form of Structural Equation Modeling 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. This study demonstrates clear evidence of the intent to use an interactive visual aid by a biotechnology sales force is determined by the area business manager identifying a relative advantage (hypothesis supported) over the precursor. If the innovation, does not bring tangible advantages, then the likelihood of the area business manager using that technology will be reduced. Area business managers within the biotechnology corporation must find the interactive visual aid 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 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 interactive visual aid 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 area business managers’ interactive visual aid 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 area business managers intent to use an interactive visual aid on a tablet PC platform during selling discussions with healthcare providers were impacted by the perceived advantages the interactive visual aid has over its predecessor, the compatibility the interactive visual aid had with the current work environment, and the area business managers’ voluntary use of the interactive visual aid.

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

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