Nel, J.Human, G. J. P.Gore, Langton2025-05-132025-05-132023http://hdl.handle.net/11660/13051Thesis (Ph.D.(Business Administration))--University of the Free State, 2023The ambiguity of paperless technology use in offices prevails, and there is a lack of paperless technology adoption information that can be used to inform strategy within the office automation industry. Office automation organisations require information on the continuance use of paperless technology to ascertain technological improvement areas and strengthen their marketing strategies. This study aimed to identify how the perception of business end-users regarding paperless technology and the buyer-supplier relationship influence their continued use of office paperless technology. By applying the behavioural reasoning theory, the study used an often overlooked behavioural theory in technology use literature and business-to-business marketing literature to investigate the continuance use of paperless technology. The model developed comprises ‘reasons for’ and ‘reasons against’ relating to technological and buyer-supplier factors that impact the continuance use intention of business end-users. Empirical data was collected using an online survey, and quantitative methodology was applied. A total of 297 responses from customers (end-users of an office automation organisation in South Africa) were statistically analysed. The results showed that both attitude towards the technology and attitude towards the supplier significantly influence the continuance use intention of paperless technology. Attitude towards the supplier had a lower influence on continuance use intention but also influenced attitude towards the technology. Compatibility, ease of use, usefulness, and reliability shortcomings were confirmed as factors influencing attitudes toward the technology. However, the influence of capability shortcomings was not statistically significant. Goal congruence, trust, commitment, and distrust were supported factors influencing attitudes toward the supplier, while the influence of opportunism was not statistically significant. The supported model contributed to theory building and enabled the development of marketing strategies and strategies to manage the paramount buyer-seller relationships.enThesisUniversity of the Free State