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Abstract:
The purpose of this study is to investigate the respective impact of attitude and motivation towards salesperson's effort intention towards competitive intelligence. The conceptual model proposed was based on the Theory of Reasoned Action (TRA).
The proposed model was empirically tested using survey data provided by 104 respondents and was analyzed using a structural Equation model (SEM). The results of the study revealed that attitude as a mediator between intrinsic motivation and salesperson's effort intention towards competitive intelligence. Salesperson's attitude towards competitive intelligence is largely influenced by monitoring, directing and organizational commitment. Furthermore, our results indicate that role ambiguity and role conflict negatively contribute to the salesperson's intrinsic motivation towards competitive intelligence. This study can provide to managers some guidelines to develop strategies and to improve their services in order to increase salesperson's contribution in competitive intelligence activities.
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