Pub Date : 2017-09-01DOI: 10.20429/jamt.2017.070205
Sindy Chapa
Normal 0 false false false ES-MX JA X-NONE The purpose of this study was to explore the impact a cultural tradition has on a perceived-brand-relationship (PBR) and word-of-mouth (WOM) behavior in person and electronically. Based on the cognitive-motivational-related theory of emotions and the social identity theory, a model is proposed to explain the impact that a family tradition, such as cooking with selective products, has on Hispanic mothers. Using a research mixed-method approach, a construct was developed to measure attitudes toward cultural traditions. Further, an online survey was administered for hypotheses and model testing using SEM and Logistic Regression tests. The findings supported the proposed model indicating: 1) the stronger the perception about cultural traditions, the more favorable PBR; 2) the more favorable the PBR, the more favorable the impact of WOM; 3) the more favorable the attitude toward WOM, the more likely consumers are to share information in person and through social media (eWOM). Finally, it was also fund the level of prediction to perform WOM in person was higher than eWOM.
{"title":"The Role of Cultural Traditions on Branding and Word-Of-Mouth: Keeping Mother’s Recipes Alive!","authors":"Sindy Chapa","doi":"10.20429/jamt.2017.070205","DOIUrl":"https://doi.org/10.20429/jamt.2017.070205","url":null,"abstract":"Normal 0 false false false ES-MX JA X-NONE The purpose of this study was to explore the impact a cultural tradition has on a perceived-brand-relationship (PBR) and word-of-mouth (WOM) behavior in person and electronically. Based on the cognitive-motivational-related theory of emotions and the social identity theory, a model is proposed to explain the impact that a family tradition, such as cooking with selective products, has on Hispanic mothers. Using a research mixed-method approach, a construct was developed to measure attitudes toward cultural traditions. Further, an online survey was administered for hypotheses and model testing using SEM and Logistic Regression tests. The findings supported the proposed model indicating: 1) the stronger the perception about cultural traditions, the more favorable PBR; 2) the more favorable the PBR, the more favorable the impact of WOM; 3) the more favorable the attitude toward WOM, the more likely consumers are to share information in person and through social media (eWOM). Finally, it was also fund the level of prediction to perform WOM in person was higher than eWOM.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126664949","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-03-30DOI: 10.20429/jamt.2017.070101
Terry Eddy, B. Dwyer, Mark A. Slavich
The impact of sport sponsorship on perceptions of the sponsor has become a well-established line of research, but the examination of the special case of stadium naming-rights sponsors has only just begun to gain momentum. The purpose of the current study was to examine the impact of primary tenet success/failure, game attendance, and team connection on the corporate image, reputation, and credibility of the naming-rights sponsor. MetLife Stadium in the New York City metropolitan area was chosen as the unique context for this examination. The results indicated that game attendance had a significant effect on respondents’ image of MetLife. Full results, as well as practical and theoretical implications, are discussed.
{"title":"The Impact of Team Outcomes, Brand Connection, and Game Attendance on the Corporate Image of a Stadium Naming-Rights Sponsor","authors":"Terry Eddy, B. Dwyer, Mark A. Slavich","doi":"10.20429/jamt.2017.070101","DOIUrl":"https://doi.org/10.20429/jamt.2017.070101","url":null,"abstract":"The impact of sport sponsorship on perceptions of the sponsor has become a well-established line of research, but the examination of the special case of stadium naming-rights sponsors has only just begun to gain momentum. The purpose of the current study was to examine the impact of primary tenet success/failure, game attendance, and team connection on the corporate image, reputation, and credibility of the naming-rights sponsor. MetLife Stadium in the New York City metropolitan area was chosen as the unique context for this examination. The results indicated that game attendance had a significant effect on respondents’ image of MetLife. Full results, as well as practical and theoretical implications, are discussed.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132337119","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-03-30DOI: 10.20429/jamt.2017.070103
M. Štros, Timothy C. Heinze, David Ríha
The purpose of this paper is to determine the personal factors in sales that are most relevant to achieving sales success. The research will a) enable scholars to obtain a better understanding of the personal sales process, and b) enable marketers to develop more efficient personal sales approaches. The study utilized an observational design approach. Personal selling scenarios were filmed and shown to respondents who completed a sales effectiveness survey. Video content was also coded for statistical analysis. The resulting data was analysed via a multiple-regression model. A conceptual personal sales model was developed. The model suggests that salesperson authenticity impacts sales success. Authenticity is shown to be a function of a given salesperson’s affective, behavioural, and cognitive profile. The study focused on automotive retail sales scenarios in the United States. However, results may be generalizeable to similar markets. The study utilized a novel conceptual model and methodological approach. Practical guidelines and a scholarly research foundation are provided, research gaps are identified, and proposals for future research are suggested.
{"title":"Relevance of Personal Interaction Factors between Customers and Sales Representatives in the Automotive Business","authors":"M. Štros, Timothy C. Heinze, David Ríha","doi":"10.20429/jamt.2017.070103","DOIUrl":"https://doi.org/10.20429/jamt.2017.070103","url":null,"abstract":"The purpose of this paper is to determine the personal factors in sales that are most relevant to achieving sales success. The research will a) enable scholars to obtain a better understanding of the personal sales process, and b) enable marketers to develop more efficient personal sales approaches. The study utilized an observational design approach. Personal selling scenarios were filmed and shown to respondents who completed a sales effectiveness survey. Video content was also coded for statistical analysis. The resulting data was analysed via a multiple-regression model. A conceptual personal sales model was developed. The model suggests that salesperson authenticity impacts sales success. Authenticity is shown to be a function of a given salesperson’s affective, behavioural, and cognitive profile. The study focused on automotive retail sales scenarios in the United States. However, results may be generalizeable to similar markets. The study utilized a novel conceptual model and methodological approach. Practical guidelines and a scholarly research foundation are provided, research gaps are identified, and proposals for future research are suggested.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123642418","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-03-30DOI: 10.20429/jamt.2017.070102
Abhay Shah
HIGH-LOW PRICING (HL) vs. EVERY DAY LOW PRICING (EDLP) STRATEGY: THE CONSEQUENCE OF JC PENNEY'S MOVE FROM HL TO EDLP ABSTRACT Retailers follow one of two pricing strategies - high-low and every-day low pricing. The high-low (HL) strategy is where the retailer will start with a higher price and give deep discounts in order to attract customers. On the other hand, retailers that follow the everyday low price (EDLP) strategy, keep prices very low and rarely giving price discounts. Not too long ago, JC Penney changed its strategy from HL to EDLP that had a very negative impact on its performance. The study hypothesizes that retailers who change their strategy from HL to EDLP or EDLP to HL will not be successful if they do not change their marketing mix, and also because it takes consumers a very long time to change their perception about a retailer's strategy. This study proposes and tests ten hypotheses of the effects of a switch in pricing strategy by JC Penney from a high-low strategy to an everyday low pricing strategy. The study finds support for all of the ten hypotheses. The study finds that the financial performance of JC Penney suffered due to a change in its strategy. Furthermore, consumers perceive JC Penney to be a medium-price department store that sells homogeneous and heterogeneous shopping goods with a HL strategy and it is very likely that JC Penney's change in strategy was not be very successful since consumers still perceive JC Penney as a retailer with a HL strategy. Keywords: High-low pricing (HL), Everyday Low Pricing (EDLP), Price-image, Consumer learning.
{"title":"High-Low Pricing (HL) vs. Every Day Low Pricing (EDLP) Strategy: The Consequence of JC Penney’s Move from HL to EDLP","authors":"Abhay Shah","doi":"10.20429/jamt.2017.070102","DOIUrl":"https://doi.org/10.20429/jamt.2017.070102","url":null,"abstract":"HIGH-LOW PRICING (HL) vs. EVERY DAY LOW PRICING (EDLP) STRATEGY: THE CONSEQUENCE OF JC PENNEY'S MOVE FROM HL TO EDLP ABSTRACT Retailers follow one of two pricing strategies - high-low and every-day low pricing. The high-low (HL) strategy is where the retailer will start with a higher price and give deep discounts in order to attract customers. On the other hand, retailers that follow the everyday low price (EDLP) strategy, keep prices very low and rarely giving price discounts. Not too long ago, JC Penney changed its strategy from HL to EDLP that had a very negative impact on its performance. The study hypothesizes that retailers who change their strategy from HL to EDLP or EDLP to HL will not be successful if they do not change their marketing mix, and also because it takes consumers a very long time to change their perception about a retailer's strategy. This study proposes and tests ten hypotheses of the effects of a switch in pricing strategy by JC Penney from a high-low strategy to an everyday low pricing strategy. The study finds support for all of the ten hypotheses. The study finds that the financial performance of JC Penney suffered due to a change in its strategy. Furthermore, consumers perceive JC Penney to be a medium-price department store that sells homogeneous and heterogeneous shopping goods with a HL strategy and it is very likely that JC Penney's change in strategy was not be very successful since consumers still perceive JC Penney as a retailer with a HL strategy. Keywords: High-low pricing (HL), Everyday Low Pricing (EDLP), Price-image, Consumer learning.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133277986","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-03-30DOI: 10.20429/jamt.2017.070104
Leslie A. Hollingsworth
The present case study examines a community’s market responsiveness to tourism. The current axiom in business is that individual organizations must be responsive to customer needs; whether the same holds true for communities as a unified tourist offering is less clear. A mixed methods approach is used to determine whether an award-winning tourism community exhibits the three criteria for market orientation (Slater & Narver, 1999). The findings suggest that market responsiveness as described in the literature may not be a requirement for success when examining communities rather than individual firms.
{"title":"Community-Level Market Responsiveness to Tourism","authors":"Leslie A. Hollingsworth","doi":"10.20429/jamt.2017.070104","DOIUrl":"https://doi.org/10.20429/jamt.2017.070104","url":null,"abstract":"The present case study examines a community’s market responsiveness to tourism. The current axiom in business is that individual organizations must be responsive to customer needs; whether the same holds true for communities as a unified tourist offering is less clear. A mixed methods approach is used to determine whether an award-winning tourism community exhibits the three criteria for market orientation (Slater & Narver, 1999). The findings suggest that market responsiveness as described in the literature may not be a requirement for success when examining communities rather than individual firms.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"43 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123313013","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-03-30DOI: 10.20429/jamt.2017.070105
J. Mak, S. Cheung, T. C. Chiu
The purposes of this study were to examine the difference between Facility Management Systems, in-house versus outsourcing, in service quality of sport public sport centers, as well as examine the aspects of service delivery. The sample consists of 302 sport center consumers from different regions of Hong Kong. The Chinese version of SERVQUAL was used to measure consumer expectations and perceptions on sport centers’ service quality. The participants were invited to fill out the questionnaires at the public sport centers. Findings showed that consumers’ expectations between the public and outsourced sport centers were the same. On the other hand, the outsourced Facility Management System received a higher rating of service quality perceptions from the consumers than the in-house Facility Management System in public sport centers. Moreover, females perceived outsourced Facility Management System led to higher tangible service quality perceptions than in-house but no effect on males.
{"title":"In House versus Outsourcing: Effects of Service Quality and Consumer Satisfaction of Sport Centers","authors":"J. Mak, S. Cheung, T. C. Chiu","doi":"10.20429/jamt.2017.070105","DOIUrl":"https://doi.org/10.20429/jamt.2017.070105","url":null,"abstract":"The purposes of this study were to examine the difference between Facility Management Systems, in-house versus outsourcing, in service quality of sport public sport centers, as well as examine the aspects of service delivery. The sample consists of 302 sport center consumers from different regions of Hong Kong. The Chinese version of SERVQUAL was used to measure consumer expectations and perceptions on sport centers’ service quality. The participants were invited to fill out the questionnaires at the public sport centers. Findings showed that consumers’ expectations between the public and outsourced sport centers were the same. On the other hand, the outsourced Facility Management System received a higher rating of service quality perceptions from the consumers than the in-house Facility Management System in public sport centers. Moreover, females perceived outsourced Facility Management System led to higher tangible service quality perceptions than in-house but no effect on males.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"21 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121905053","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2015-12-07DOI: 10.20429/jamt.2017.070201
Michael L. Thomas, L. Denton, Lindsay R. L. Larson, Kathleen H. Gruben
This paper presents an exploratory study of compulsive buying behavior among male, and specifically metrosexual consumers who represent significant purchasing power, but have yet to be studied in both online and in-store environments. This research has significant importance for public policy, consumer behavior and marketing. The literature has largely ignored specifically male compulsive shopping behavior, and particularly how this behavior manifests itself in different shopping environments and among different subsets of male consumers. Research was gathered via an online survey of 193 males with special attention paid to acquiring equal representation of both urban (potential metrosexuals) and rural consumers. The study shows that metrosexuals have higher levels of compulsive behavior than other males, but these differences do not seem to vary significantly by shopping environment. Finally, the study discusses both online and in-store compulsive buying by various product categories.
{"title":"Online and In-Store Compulsive Buying Among Metrosexuals, and Other Male Consumers","authors":"Michael L. Thomas, L. Denton, Lindsay R. L. Larson, Kathleen H. Gruben","doi":"10.20429/jamt.2017.070201","DOIUrl":"https://doi.org/10.20429/jamt.2017.070201","url":null,"abstract":"This paper presents an exploratory study of compulsive buying behavior among male, and specifically metrosexual consumers who represent significant purchasing power, but have yet to be studied in both online and in-store environments. This research has significant importance for public policy, consumer behavior and marketing. The literature has largely ignored specifically male compulsive shopping behavior, and particularly how this behavior manifests itself in different shopping environments and among different subsets of male consumers. Research was gathered via an online survey of 193 males with special attention paid to acquiring equal representation of both urban (potential metrosexuals) and rural consumers. The study shows that metrosexuals have higher levels of compulsive behavior than other males, but these differences do not seem to vary significantly by shopping environment. Finally, the study discusses both online and in-store compulsive buying by various product categories.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-12-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130760342","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2015-11-06DOI: 10.20429/jamt.2015.060105
D. Branch, I. O. Adams, M. Kraska
For decades prior to NCAA v. Board of Regents , the brand of college athletics, even at the highest level, was amateurism. However, the last three decades of surging revenues and costs, as well as the current wave of litigation challenging amateurism, force decision makers in major college athletics to contemplate a future in which amateurism is banished or in retreat. In sum, the brand has outgrown amateurism. Major college athletics can survive a paradigm shift by selling the action in its games, the game day experience, and the traditions of the institutions.
在NCAA诉校务委员会(Board of Regents)案之前的几十年里，即使是最高水平的大学体育运动，也都是业余的。然而，过去三十年收入和成本的飙升，以及当前挑战业余运动的诉讼浪潮，迫使主要大学体育运动的决策者们考虑业余运动被排斥或撤退的未来。总而言之，这个品牌已经超越了业余水平。通过出售比赛中的动作、比赛日的体验和学校的传统，主要的大学体育运动可以在范式转变中生存下来。
{"title":"Beyond Amateurism: The Rebranding of Major College Athletics","authors":"D. Branch, I. O. Adams, M. Kraska","doi":"10.20429/jamt.2015.060105","DOIUrl":"https://doi.org/10.20429/jamt.2015.060105","url":null,"abstract":"For decades prior to NCAA v. Board of Regents , the brand of college athletics, even at the highest level, was amateurism. However, the last three decades of surging revenues and costs, as well as the current wave of litigation challenging amateurism, force decision makers in major college athletics to contemplate a future in which amateurism is banished or in retreat. In sum, the brand has outgrown amateurism. Major college athletics can survive a paradigm shift by selling the action in its games, the game day experience, and the traditions of the institutions.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-11-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117260262","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2015-11-06DOI: 10.20429/jamt.2015.060106
R. Smart, S. Chen, K. Henderson
Past research has examined the die-hard fans’ characteristics, consumption behaviors, and attending motivation of avid sport fans. The study further evaluated those fans’ characteristics and motivation through a series of qualitative interview questions based on the conceptual frameworks of loyalty, fan motivation, fan identity, and “sport-as-religion.” The participants were 24 season-ticket holders of a Mid-west professional football team who also identified themselves as a fan of football, baseball, basketball, and hockey. Their fanship varied from collegiate to professional level teams of various locations. Results showed die-hard fans’ game-attending motivations were influenced by their family, popularity and performance of players, and geographic location. The recognition and identity of “true” fans was earned through strong dedication and knowledge toward their identified team(s). The obtained information inspired researchers to create an actual and a virtual football fan club. Recommendations for future research include increasing sample size and diversification of fans from various sport teams.
{"title":"Characteristics and Motivations of Die-Hard Sport Fans","authors":"R. Smart, S. Chen, K. Henderson","doi":"10.20429/jamt.2015.060106","DOIUrl":"https://doi.org/10.20429/jamt.2015.060106","url":null,"abstract":"Past research has examined the die-hard fans’ characteristics, consumption behaviors, and attending motivation of avid sport fans. The study further evaluated those fans’ characteristics and motivation through a series of qualitative interview questions based on the conceptual frameworks of loyalty, fan motivation, fan identity, and “sport-as-religion.” The participants were 24 season-ticket holders of a Mid-west professional football team who also identified themselves as a fan of football, baseball, basketball, and hockey. Their fanship varied from collegiate to professional level teams of various locations. Results showed die-hard fans’ game-attending motivations were influenced by their family, popularity and performance of players, and geographic location. The recognition and identity of “true” fans was earned through strong dedication and knowledge toward their identified team(s). The obtained information inspired researchers to create an actual and a virtual football fan club. Recommendations for future research include increasing sample size and diversification of fans from various sport teams.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"19 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-11-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123356445","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2015-11-02DOI: 10.20429/jamt.2015.060102
Jon M. Martin
This study examines the internal relationships of the basic technology acceptance model (TAM) constructs and their respective relationships with external predictors from: a) demographics (age, gender, income, education, and ethnicity); b) psychographic tech readiness facets (optimism, innovativeness, discomfort, insecurity); c) situational factors (wait time and crowding). Analysis concludes that age, wait time, and crowding have significant relationships with all three TAM variables, while psychographic tech readiness variables cannot be concluded to have significance with TAM. The relationship of age, wait time, and crowding with TAM’s variables (perceived usefulness, perceived ease-of-use, and behavioral intention) appears valid and generalizable, and has implications for SST adoption research. Exploratory research that omits TAM’s moderating variables (perceived usefulness and perceived ease-of-use) and that regresses age, wait time, and crowding directly with behavioral intention results in a simple 4-variable model that has significant, moderately strong relationships with behavioral intent. This alternative model offers significant opportunities and ramifications for practitioners and deserves additional empirical applications.
{"title":"Consumer Trait and Situational Factor Determinants of Technology Acceptance","authors":"Jon M. Martin","doi":"10.20429/jamt.2015.060102","DOIUrl":"https://doi.org/10.20429/jamt.2015.060102","url":null,"abstract":"This study examines the internal relationships of the basic technology acceptance model (TAM) constructs and their respective relationships with external predictors from: a) demographics (age, gender, income, education, and ethnicity); b) psychographic tech readiness facets (optimism, innovativeness, discomfort, insecurity); c) situational factors (wait time and crowding). Analysis concludes that age, wait time, and crowding have significant relationships with all three TAM variables, while psychographic tech readiness variables cannot be concluded to have significance with TAM. The relationship of age, wait time, and crowding with TAM’s variables (perceived usefulness, perceived ease-of-use, and behavioral intention) appears valid and generalizable, and has implications for SST adoption research. Exploratory research that omits TAM’s moderating variables (perceived usefulness and perceived ease-of-use) and that regresses age, wait time, and crowding directly with behavioral intention results in a simple 4-variable model that has significant, moderately strong relationships with behavioral intent. This alternative model offers significant opportunities and ramifications for practitioners and deserves additional empirical applications.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-11-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116676637","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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