The Technology Acceptance Model

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5. Conceptual Model The Technology Acceptance Model, the Diffusion of Innovations Theory and the Theory of Reasoned Action were adapted to elaborate a new conceptual model in order to explain the phenomena of adoption and diffusion of digital marketing strategies in SMEs from the consumer behaviour perspective in developing markets (see Figure 5). Therefore, several elements of these theories were retaken. The Technology Acceptance Model is central for the theoretical framework, since it is the only constituent that explores an overview from the viewpoint of SMEs, given that the Diffusion of Innovations Theory and the Theory of Reasoned Action represent a valuable approach from the consumers’ standpoint. In that sense, the antecedents of behavioural…show more content…
Hence, technical compatibility, technical complexity and relative advantage, which are considered crucial antecedents for a successful implementation of innovations, were modified to involvement, social media and technology integration. As previously discussed, the diffusion of knowledge, in this stance among both customers and organisations, could foster the involvement in the diffusion adaptation of digital marketing strategies, due to the psychodynamics between customers that are reflected in the organisations and in which one customer attracts another to make use of different ICT. Consequently, diffusion adaptation (RP2) will be tested in order to measure the variable of involvement. Nowadays social media (RP4), has become an important communication channel, among customers and businesses in which normative influences such as social norms and consumption culture are latent and act as gatekeepers of the diffusion of knowledge (RP6a, RP6b), which is generated though digital platforms of social media where consumers generate content for the public domain by sharing its opinions, interacting with other consumers and different organisations and reviewing their products and services. Accordingly, the opinions, interactions and reviews of consumers will represent the variables of diffusion of knowledge through social media. Thus, technology…show more content…
It has been observed that most of the consumer oriented companies which are of small and medium enterprise status are not able to effectively integrate digital marketing attributes to increase their profitability, market share and customer value. One of the principal gaps that ought be addressed with this model is to analyse the various attributes of digital convergence and technology acceptance by the companies towards adopting digital marketing strategies. It has been detected by examining the previous literature that the SMEs companies in emerging markets like Mexico are not able to adapt the technology to support digital marketing strategies due to the high cost of technology, lack of adequate knowledge and managerial know-how. Such situation puts the small and medium enterprises in Mexico under the poorest user-friendly environment to adapt digital marketing technologies. Hence, the research propositions explore the possibilities to improve the economics of technology use, trading in digital marketing, serviceability and organisational experience towards integrating digital marketing tools and techniques for improving the profitability, market share, competitiveness and customer value. Besides the technology acceptance related factors,

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