ABSTRACT
This chapter investigates the relationship between the independent variable, buying change agent (BCA) satisfaction, and the dependent variable, user satisfaction. Quantitative correlation analyses, based on both questionnaire and interview data, were conducted to test the hypothesized association between variables. It is hypothesized that BCA and user satisfaction with the innovation's implementation are positively related. A bivariate correlation and regression analysis was used to assess whether user satisfaction and BCA satisfaction were related and, if so, the nature of the relationship. Interview data were reviewed for those interviewees who designated themselves as BCAs. The data assessed their level of satisfaction and estimated the level of user satisfaction with the innovation's implementation. The BO and the VO should take appropriate steps to ensure that a BCA exists and is satisfied with the innovation.
