Academic journal article Journal of Management Research

Effects of Attitude toward Using, Perceived Usefulness, Perceived Ease of Use and Perceived Compatibility on Intention to Use E-Marketing

Academic journal article Journal of Management Research

Effects of Attitude toward Using, Perceived Usefulness, Perceived Ease of Use and Perceived Compatibility on Intention to Use E-Marketing

Article excerpt

Abstract

This research was purposed to establish the effect of attitude toward using, perceived usefulness, perceived ease of use and perceived compatibility on intention to use E-Marketing of small and medium sized business owners in the three southern border provinces of Thailand (Yala, Pattani and Narathiwas provinces) A questionnaire-based field survey was conducted to collect data from 430 participants. The data were analyzed and nine hypotheses were tested using structural equation modeling (Partial least square method in the SmartPLS application program). Results show that attitude toward using E-Marketing is the most influence factor that affecting on intention to use E-Marketing

Keywords: Attitude, Perception, Intention, Small and medium sized businesses, E-Marketing

1. Introduction

Internet technology has developed rapidly. The world become a globalization, users from all over the world can connect to each other easily. While the Internet play an important role in human life style, the marketplace had changed, the economics system had changed then the customer behavior had changed. Electronic commerce becomes the new market for small and medium sizes businesses (SMB) (Chong, Man, Chen and Lai, 2011). E-commerce and E-Marketing is the new channel for SMB that tried to access the international market like the large sized business (McCue, 1999; Hoffman and Novak, 1996; Herbig and Hale, 1997; Nguyen and Barret, 2006). So SMB had applied the Internet to use in their businesses (Sdowski, Maitland and van Dongen, 2002). The traditional strength of SMB is the ability to access the niche market and retain the customer relationship, but when the large sized businesses applied to use E-marketing in their businesses they can access the niche market and retain the customer relationship like SMB. This is the situations that drive SMB to make the decision to apply E-Marketing or lose their market sharing (Herbig and Hale, 1997). E-Marketing is an opportunity for SMB in the rural area to compete with their competitor with the low administration cost (Jeffcoate, Chappell, and Feindt, 2002; Downie, 2002; Dann and Dann, 2001; Poon and Swatman, 1997).

Though E-Marketing had many advantages for SMB, one important obstacle to the adoption of E-Marketing by SMB is the need for SMB to be able to compare the tangible opportunities presented by E-Marketing tools and traditional marketing tools before deciding to adopt E-marketing (Jeffcoate, Chappell, and Feindt, 2002; Downie, 2002; Dann and Dann, 2001; Poon and Swatman, 1997).

The advanced analysis on SMEs separated by provinces group report (The Office of SMEs Promotion (OSMEP), 2012) indicated that SMB in the three southern border provinces of Thailand (Yala, Pattani and Narathiwas provinces) used Internet and social media to promote their products and services very low (only 0.65 %). So, it was the finding for the research question were Attitude toward Using, Perceived Usefulness, Perceived Ease of Use and Perceived Compatibility affected the intention to use E-marketing of SMB in the three southern border provinces of Thailand.

2. Theoretical Orientation

This research was integrated Technology Acceptance Model (TAM) with The Diffusion of Innovation Theory (DIT).

2.1 Technology Acceptance Model (TAM)

Davis (1989) applied The Theory of Reasoned Action (TRA) to information technology area and developed it into TAM, which explains the motivation of the user in adopting new technology. TAM consists of three components: perceived ease of use (PE), perceived usefulness (PU), and attitude toward using (AT). The previous studies of Technology Acceptance Model such as the study by Lertwongsatien and Wongpinunwatana (2003) that examined the factors influencing the variation of e-commerce adoption behavior in small and medium businesses in Thailand, the study by Ha and Stoel (2008) that used TAM to understand the consumer acceptance of e-shopping using structural equation model to reveal consumer e-shopping behavior, and the study by El Gayar et al. …

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