Technology Acceptance Model for Digital Marketing Analysis

Susanti, Emy; Astuti, Femi Dwi

doi:10.5220/0009433700850091

Cited by 5 publications

(7 citation statements)

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“…It is known that since the 2000s, consumer research has been conducted based on the integrated framework of flow theory and technology acceptance model to test online consumer (both shopper and computer user) behavior (Koufaris, 2002, p.205). Accordingly, it should be noted that the theoretical framework of TAM is used by researchers for digital marketing research/analysis (Susanti & Astuti, 2019). As a result, it is thought that this current study, which provides a summary of the literature on the origins of TAM and explains the application areas of TAM in marketing research, will contribute to the literature and practice as a basic reference source.…”

Section: Introductionmentioning

confidence: 93%

“…While new technology adoption has been discussed since the 1970s, TAM proposed by Davis (1985, p.1) in the mid-1980s is a suitable model for addressing consumer acceptance issues (Ahmad, 2018, p.23). TAM is a model that can explain the factors that influence users' decisions to use digital marketing (Susanti & Astuti, 2019). Although it is stated that the term digital marketing first emerged in the 1990s (Kingsnorth, 2022, p.7), since the early 2000s, there have been studies using the theoretical framework of TAM in marketing research to explain the behavior of new customers of a web store (Koufaris, 2002, p.206).…”

Section: A Marketing-sided Approach To Tammentioning

confidence: 99%

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A Bibliometric Analysis of the Literature on the Origins of the Technology Acceptance Model (Tam) and a Marketing-Sided Approach to Tam

ÇELİK

Uslu

2023

Öneri Dergisi

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This study aims to visually present the bibliometric data sources related to the origin of TAM as a result of the literature review by running the VOSviewer visual mapping technique. The bibliometric data sources obtained, the selected studies and the citation counts of these studies are for the researchers who contributed to TAM, the theoretical foundations of TAM, the key components of TAM, and the application areas of TAM. The PRISMA 2009 Flow Diagram was used for a systematic literature review. Many studies published from 1985, when the original TAM was introduced, to 2008, when TAM 3 was introduced, contributed to the development of TAM, and most of these studies have over one thousand citation counts. Fred D. Davis and/or Viswanath Venkatesh have co-authored with some of the researchers contributing to TAM. The theoretical foundations of TAM are based on many more theories/models in addition to the theory of reasoned action. In addition to the two key components of ease of use and usefulness, TAM has other key components. Finally, management information technology, management information systems, and computer technology are areas where TAM is applied. Explanations are provided in this present study with a marketing-sided approach to the application areas of TAM.

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Section: Introductionmentioning

confidence: 93%

Section: A Marketing-sided Approach To Tammentioning

confidence: 99%

A Bibliometric Analysis of the Literature on the Origins of the Technology Acceptance Model (Tam) and a Marketing-Sided Approach to Tam

ÇELİK

Uslu

2023

Öneri Dergisi

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“…The TAM theory is founded on four constructs. The first is the perceived ease of use, which refers to one's ability to use an application or technology with minimal effort [13,14]. The second construct is the consumer's attitudes toward the technology, which refers to how positive they feel about it.…”

Section: A Brief Overview Of Tam and Utautmentioning

confidence: 99%

“…The two theories have four key constructs. The UTAUT theme is made up of enabling conditions, effort expectancy, and performance expectancy while the TAM consists of behavioral intention, consumer attitudes, perceived usefulness, and ease of use [13][14][15][16][17]. Through these two theories, one can assess how well the consumer will likely adopt new technologies or products, such as the golf app.…”

Section: Introductionmentioning

confidence: 99%

An Empirical Research: Incorporation of User Innovativeness into TAM and UTAUT in Adopting a Golf App

Kim

Kang

2023

Sustainability

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This current empirical study aims at investigating the incorporation of consumer innovativeness in TAM and UTAUT in the development of a golf app and how these influence consumer behavioral intentions in adopting the golf app. These models help illustrate consumer adoption of particular technologies and relate to the concept of innovation diffusion theory. Our research has obtained 394 responses and participants of the questionnaire were evenly divided by gender and age to reach the purpose of the current research. The main statistical methodology used the structural equation modeling (SEM) to evaluate the connection among user’s innovativeness regarding the golf application, technology acceptance model (TAM), unified theory of acceptance and use of technology (UTAUT), behavioral intention, and word of mouth. In contrast to correlation assessments, SEM can measure the strength of the linear causative relationships between factors. Finally, this research concludes that TAM and UTAUT components determine the consumer’s attitude towards accepting and using new technology. Consumers who are open to innovations are more likely to accept emerging technology products and use them with the least resistance.

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“…Marketing that is still relatively conventional makes small businesses less competitive with large business actors who have a strong marketing network. (Susanti, 2020). The potential development of this digital era provides social media as a step to help market products or services, so as to increase business and lower costs.…”

Section: Introductionmentioning

confidence: 99%

Assistance In The Quality Of MSME Marketing Through Social Media Marketing Innovation For Banana Chip Business Actors In Tanjung Sarana Village, Cihanjawar Village In 2023

Fikri Irham Firdaus

2023

organize

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Marketing of UMKM in Cihanjawar village is still very lacking, due to limited knowledge about marketing using social media. The purpose of this service is to educate the public about marketing using social media facebook and whatsapp. The service method is carried out using the PAR (Participatory Action Research) method, which is a research method that is carried out definitively among community members. (Lorena Dara Putri Karsono, Fina Zahrotul Aniqoh, Chamidah Nor Aini, 2022). The steps taken by researchers in this service: first observing the potential of UMKM in Cihanjawar village, second innovating to make product packaging logos, third educating marketing using social media facebook and whatsapp. The result of this service is in the form of new product packaging using standing pouches along with packaging logos, and a wider market reach because it is marketed through social media. To find out an overview of how banana chip UMKM in Tanjung Sarana Village, Cihanjawar Village can take advantage of other social media by providing innovations in the products sold and expanding marketing by using Facebook, Whatsapp, for business benefits and introducing these products to the wider community in order to get a wider potential market share.

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Technology Acceptance Model for Digital Marketing Analysis

Cited by 5 publications

References 0 publications

A Bibliometric Analysis of the Literature on the Origins of the Technology Acceptance Model (Tam) and a Marketing-Sided Approach to Tam

A Bibliometric Analysis of the Literature on the Origins of the Technology Acceptance Model (Tam) and a Marketing-Sided Approach to Tam

An Empirical Research: Incorporation of User Innovativeness into TAM and UTAUT in Adopting a Golf App

Assistance In The Quality Of MSME Marketing Through Social Media Marketing Innovation For Banana Chip Business Actors In Tanjung Sarana Village, Cihanjawar Village In 2023

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