Extending TAM and IDT to Predict the Adoption of the Internet for B-to-B Marketing Activities: An Empirical Study of UK Companies

Extending TAM and IDT to Predict the Adoption of the Internet for B-to-B Marketing Activities: An Empirical Study of UK Companies

Riyad Eid (United Arab Emirates University, UAE)
Copyright: © 2009 |Pages: 18
DOI: 10.4018/jebr.2009040605
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There has been considerable Research into the usage of the Internet for Business-to-Business (B-to-B) marketing activities in recent years. The need to understand how and why B-to-B companies utilize the Internet is important for researchers and practitioners alike. This study combines Davis’ model-the Technology Acceptance Model (TAM)- and Roger’s Theory- the Innovation diffusion Theory (IDT) to understand the process of Internet adoption for marketing purposes. It makes a comprehensive review of information technology, information systems, and marketing literature to locate factors that predict Internet use for marketing purposes. Moreover, it extends both TAM and IDT to find out factors that affect relative advantage, ease of use and compatibility of using the Internet for B-to-B marketing activities. Using a sample of 123 UK companies utilize the Internet, we found a substantial positive effect of the proposed factors on the Internet usage for B-to-B marketing activities.
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Objectives Of The Paper

To analyze the adoption of the Internet by B-to-B companies, the following main question has been developed:

  • -

    What are the factors that affect the adoption of the Internet for B-to-B international marketing?

This was the overall question to be answered by the current study; defined by the following three objectives:

  • To explore the factors that influence the adoption of the Internet by B-to-B companies,

  • To develop and clarify a conceptual model integrating these adoption constructs, and its consequences on B-to-B companies’ usage of the Internet for their marketing activities and,

  • To specify and test hypothesised relationships derived from the conceptual framework.

In the following sections, first the development of the conceptual model and the hypotheses of the study are presented. Next, the methodology of the study is discussed followed by the analysis and results. More specifically, the conceptual model is tested using path analysis, and data collected by mail survey of 123 B-to-B UK companies. Finally, the conclusions and their implications are discussed.

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