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

Kanokwan Kanchanatanee, Nuttida Suwanno, Anu Jarernvongrayab

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

Full Text:

PDF

References


Agarwal, R., & Prasad, J. (1998). A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology. Information Systems Research, 9(2), 204-301.

Chong, W. K., Man, K. L., Chen, C., & Lai, H. Y. (2011). Design and Development of B2B e-Commerce Framework for Malaysian SMEs. Proceeding of the International MultiConference of Engineers and Computer Scientists, II.

Curran, J. M., & Lennon, R. (2011). Participating in the conversation: exploring usage of social media networking sites. Academy of Marketing Studies Journal, 15(S1).

Dann, S., & Dann, S. (2001). Strategic internet marketing. Sydney: Wiley.

Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quartery 13, 319-340.

Downie, G. (2002). Internet Marketing and SMEs. Management Services, 14(7), 8-20.

El-Gohary, H. (2010). Expanding TAM and IDT to Understand the Adoption of E-Marketing by Small Business Enterprises: An Empirical Investigation.

Journal of Customer Relationship Marketing and Management, 1(3).

El-Gohary, H. (2011). e-marketing: Towards a Conceptualisation of a New Marketing Philosophy Innovations in SMEs and Conducting E-Business: Technologies, Trends and Solutions (pp. 133-151): IGI Global.

Herbig, P., & Hale, B. (1997). Internet: the marketing challenge of the twentieth century Internet Research. Internet Research, 7(2), 95-100. doi: 10.1108/10662249710165226

Hoffman, D. L., & Novak, T. P. (1996). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. The Journal of Marketing, 60(3), 50-68.

Jeffcoate, J., Chappell, C., & Feindt, S. (2002). Best practice in SME adoption of e-commerce. Benchmarking: An International Journal, 9(2), 122-132.

Lin, C., & Yu, S. (2006). Consumer Adoption of the Internet as a Channel: The influence of driving and inhibiting factors. Journal of American Academy of Business, 9(2), 112-117.

Lowry, P. B., & Gaskin, J. (2014). Partial Least Squares (PLS) Structural Equation Modeling (SEM) for Building and Testing Behavioral Causal Theory: When to Choose It and How to Use It. Paper presented at the IEEE Transactions on Professional Communication, 04-Mar-2014, Forthcoming

McCue, S. (1999). Small firms and the Internet: force or farce? Intrnational Trade Forum, 1, 27.

Nguyen, T. D., & Barrett, N. J. (2006). The adoption of the internet by export firms in transitional markets. Asia Pacific Journal of Marketing and Logistics, 18(1), 29-42. doi: 10.1108/13555850610641073

Phillips, L. A., Calantone, R., & Lee, M.-T. (1994). International Technology Adoption: Behavior Structure, Demand Certainty and Culture. Journal of Business & Industrial Marketing, 9(2), 16-28.

Poon, S., & Swatman, P. M. C. (1997). Small business use of the Internet: Findings from Australian case studies. International Marketing Review, 14(5), 385-402. doi: 10.1108/02651339710184343

Roach, G. (2009). Consumer Perceptions of Mobile Phone Marketing: A Direct Marketing Innovation. Direct Marketing: An International Journal, 3(2), 124-138. doi: 10.1108/17505930910964786

Rogers, E. M. (1983). The Diffusion of Innovation (3 ed.). New York: The Free Press.

Rogers, E. M. (1995). The Diffusion of Innovation (4 ed.). New York: The Free Press.

Rogers, E. M. (2003). The Diffusion of Innovation (5 ed.). New York: The Free Press.

Sadowski, B. M., Maitland, C., & van Dongen, J. (2002). Strategic use of the Internet by small- and medium-sized companies: an exploratory study. Information Economics and Policy, 14(1), 75-93. doi: 10.1016/s0167-6245(01)00054-3

Taylor, D. G., & Strutton, D. (2010). Has e-marketing come of age? Modeling historical influences on post-adoption era Internet consumer behaviors. Journal of Business Research, 63, 950-956.

The Office of SMEs Promotion (OSMEP) (2012). “The advanced analysis on SMEs separated by provinces group report.” Bangkok.




DOI: http://dx.doi.org/10.5296/jmr.v6i3.5573

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

To make sure that you can receive messages from us, please add the 'macrothink.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.

Copyright © Macrothink Institute ISSN 1941-899X

'Macrothink Institute' is a trademark of Macrothink Institute, Inc.