Grocery Retailers’ Mobile Salesforce Automation Acceptance and Usage

This study explores grocery retailers' adoption and use of mobile Sales Force Applications (SFA). The researchers present a novel model integrating the unified theory of acceptance and use of technology 2 (UTAUT2), innovation resistance theory (IRT) frameworks, and flow experience. Application of the model led to the findings that UTAUT2 constructs (performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, and habit) are key drivers of mobile SFA adoption. Interestingly, anticipated barriers related to usability, tradition, and image did not significantly hinder acceptance. A quantitative survey was used to test the model by targeting grocery retailers in Malaysia's urban and rural locations. The findings underscore the critical role of mobile SFA technology for fast-moving consumer goods (FMCG) companies to encourage grocery retailers to adopt SFA in addressing rising sales operation costs, especially in the significant traditional grocery retail channels in developing Asian economies.