This study examines the effects of salespeople's social media and customer relationship management (CRM) technology use on value co-creation through knowledge and the downstream impact on sales performance. Based on task-technology fit and self-determination theories, the findings reveal that social media, CRM technology, and their interaction support salespeople in their value co-creation efforts through the mediating role of knowledge enriched by these tools. The results indicate a significant moderating effect of salesperson job autonomy and sales quota ease in enhancing the relationship between knowledge and value co-creation. The study concludes by discussing important implications that stem from our analyses.

本研究考察了销售人员的社交媒体和客户关系管理 (CRM) 技术使用对通过知识共同创造价值的影响以及对销售业绩的下游影响。基于任务-技术匹配和自我决定理论，研究结果表明，社交媒体、CRM 技术及其交互通过这些工具丰富的知识的中介作用支持销售人员进行价值共创努力。结果表明，销售人员工作自主权和销售配额缓解在增强知识与价值共创之间的关系方面具有显着的调节作用。该研究最后讨论了源自我们分析的重要意义。