The purpose of this study is to examine the effects of a salesperson’s techno-demands and techno-resources created by new sales-related information technology on salespersons’ attitudinal and behavioral outcomes such as job burnout, job satisfaction, turnover intention, and sales performance. In order to test the proposed framework, data were collected from 305 salespeople in Korea. The results of a partial least squared structural equation modeling (PLS-SEM) analysis showed that techno-demands have a significant positive effect on salespeople’s job burnout and techno-resources have a significant positive effect on salespeople’s job satisfaction. Salespeople’s job burnout has a significant positive effect on salespeople’s turnover intention, whereas salespeople’s job satisfaction has a significant positive effect on salespeople’s sales performance. Finally, salespeople’s job satisfaction has a negative effect on turnover intention. Theoretically, this study develops a new comprehensive framework of the techno demands–resources model and is empirically tested in the context of salespeople. Managerially, the findings offer important insights to practitioners to leverage techno-resources to accelerate the sales technologies for sales activities.

中文翻译：

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销售技术对销售人员的作用：技术需求和资源模型视角

本研究的目的是探讨销售人员的技术需求和技术资源对销售人员的态度和行为结果（如工作倦怠、工作满意度、离职意向和销售绩效）的影响。为了测试所提出的框架，我们从韩国 305 名销售人员那里收集了数据。偏最小二乘结构方程模型（PLS-SEM）分析结果表明，技术需求对销售人员的工作倦怠有显着的正向影响，技术资源对销售人员的工作满意度有显着的正向影响。销售人员的工作倦怠对销售人员的离职意愿有显着的正向影响，而销售人员的工作满意度对销售人员的销售业绩有显着的正向影响。最后，销售人员的工作满意度对离职倾向有负向影响。从理论上讲，这项研究开发了一个新的技术需求-资源模型综合框架，并在销售人员的背景下进行了实证检验。在管理上，这些发现为从业者提供了重要的见解，以利用技术资源来加速销售活动的销售技术。