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Dissertation
An exploratory examination of the impact of technology and gender in a business-to-business sales encounter
Doctor of Philosophy (Ph.D.), Drexel University
Jun 1997
DOI:
https://doi.org/10.17918/00000618
Abstract
During a selling encounter, the use of certain objects by a salesperson could send nonverbal signals to the buyer. One object that has become increasingly visible in sales presentations is the portable computer. The use of such technological devices is presumed to offer benefits to salespeople as they attempt to build a business relationship. Yet, no academic studies to date have specifically examined how organizational buyers respond to salespeople who utilize advanced technologies. Whether salespeople, who use advanced technology during a sales presentation, are viewed differently than those, who use little or no technology, is the main focus of this study. A secondary concern is the role gender plays in the buyer-seller dyad. Previous research has primarily examined the topic in terms of the salesperson gender and not the gender of the buyer. This study attempts to shed light on whether the buyer's gender is a contributing factor in the buyer-seller relationship. Additionally, the effect of salesperson's gender is taken up in an effort to address shortcoming in prior research. The research methodology involves an experimental approach with three treatment levels: salesperson use of technology, salesperson's gender, and buyer's gender. The dependent measures relate to the impressions buyers develop of a salesperson in five areas: (1) the salesperson's credibility; (2) the benefits offered by the salesperson's product; (3) the image of salesperson's company; (4) the salesperson's effectiveness in terms of buyer's behavioral intentions; and (5) the salesperson's performance during the presentation. Subjects for the study are 283 graduate business students. Each was presented with a booklet containing one of four treatment conditions: (1) female salesperson/minimal technology, (2) female salesperson/advanced technology, (3) male salesperson/minimal technology, and (4) male salesperson/advanced technology. Results indicate that salesperson's use of advanced technology may have an influencing effect on buyer's perceptions. Also, buyers may perceive salespeople differently depending on the salesperson's gender. Finally, no difference was found between female and male buyer's responses on general measurements, however, there were differences observed in female and male buyer's responses to different levels of technology. Overall, the study's findings may offer valuable insight for both salespeople and sales managers.
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Details
- Title
- An exploratory examination of the impact of technology and gender in a business-to-business sales encounter
- Creators
- Paul Francis Christ
- Contributors
- Rolph Ely Anderson (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Doctor of Philosophy (Ph.D.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- xv, 271 pages
- Resource Type
- Dissertation
- Language
- English
- Academic Unit
- College of Business (and) Administration (1970-1999); Drexel University
- Other Identifier
- 991014970196404721