Grocery Retailers’ Mobile Salesforce Automation Acceptance and Usage

This study examines the factors influencing the acceptance and use of mobile sales force automation (SFA) technology among grocery retailers. In developing Asian economies, the rising costs associated with serving this sector have intensified the need for efficient salesforce management. While previous research has primarily focused on the salesperson's perspective, neglecting the critical role of retailers, this study bridges this gap by investigating the factors that drive retailer acceptance and use of mobile SFA technology. The research model integrates the unified theory of acceptance and use of technology 2 (UTAUT2) and the innovation resistance theory (IRT) to capture both the enablers and barriers of technology adoption. A quantitative, cross-sectional survey was conducted among grocery retailers from urban and suburban/ rural regions in Malaysia. The data collected was analyzed using partial least squares structural equation modeling (PLS-SEM). Interestingly, anticipated barriers related to usability, tradition, and image did not significantly hinder acceptance. The results show that performance expectancy, social influence, facilitating conditions, and habit are key drivers of adoption, while anticipated barriers such as usability, tradition, and image were not significant. Younger and more educated grocery retailers demonstrated greater receptiveness toward adopting mobile SFA. Based on these findings, the study provides actionable insights for FMCG and distribution organizations seeking to enhance retailer participation in digital sales ecosystems.