Consumer Acceptance of Technology Products: The Impact of Tactical Selling Approaches

In this paper, the authors apply an extended adoption model based on the Technology Acceptance Model (TAM) and Theory of Reasoned Action (TRA) to examine the impact of three specific sales tactics (i.e., product-focused, competitive-focused and customer-focused) on the adoption of a consumer technology innovation. The findings indicate that the selling tactics had a differential effect on the relationships between perceived usefulness, perceived ease of use, normative pressures, perceived enjoyment and adoption outcomes (i.e., attitude toward usage and purchase intention). Specific consumer behavior and sales management implications are discussed.

Provided by: Marketing Management Association (MMA) Topic: E-Commerce Date Added: May 2013 Format: PDF

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