Understanding Insurance Salesperson Internet Information Management Intentions: A Test of Competing Models

The present research compares two attitudinal models adapted from the Theory of Reasoned Action (TORA), which includes attitude and subjective norm components, and the Theory of Planned Behavior (TOPB), which includes TORA facets and also examines a decomposed perceived behavioral control construct that consists of self-efficacy and perceived control. Data from over 700 salespersons of a medium sized, national insurance/financial services company are used to explore the models using structural equation modeling. The results suggest that the models are comparable in terms of standard fit indices, with the model adapted from the TOPB adding substantially to the variance explained for internet information management intentions for both customer and company contact. These results hold implications for future theory, research, and management of information technology–related salesperson motivation in the insurance industry.

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