QUALITATIVE INVESTIGATION OF TAM
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from the landscape assessment shows that participants were asked to rate their perceived ease of
use on a five-point Likert scale, and responses included 1 = Very Difficult to Use, 2 = Somewhat
Difficult to Use, 3 = Average Ease of Use, 4 = Somewhat Easy to Use, and 5 = Very Easy to
Use. The mean perceived ease of use was found to be approximately 2.59, indicating a moderate
level of perceived ease of use. The median was 3.0, further supporting the notion of a moderate
ease of use, and the mode of the dataset was 3, indicating that this score occurred most
frequently. See Table 4 for participation quotations regarding the perceived ease of use and
usefulness of CRM technologies within their organizations.
A statistical analysis of interview participants revealed a moderate positive correlation ( r
= 0.517) between participants ’ reported success and their perceived ease of use. This indicates
that, on average, an increase in the perceived ease of use of the system is associated with a
moderate increase in reported success. Participants who found the system easier to use tended to
report higher levels of success in their experiences. However, an analysis of interview responses
reveals an interesting relationship between their perceived ease of use and reported success with
Salesforce. The results indicate a weak positive correlation ( r = 0.204) between participants ’
assessments of Salesforce ’ s ease of use and their reported success. Lastly, an analysis of
interview responses revealed a moderate positive correlation ( r = 0.548) between their reported
success with CRM software other than Salesforce and their perceived ease of use.
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