This paper extends the unified theory of acceptance and use of technology (UTAUT) to study acceptance and use of technology in a consumer context. Our proposed UTAUT2 incorporates three constructs into UTAUT: hedonic motivation, price value, and habit. Individual differences--namely, age, gender, and experience--are hypothesized to moderate the effects of these constructs on behavioral intention and technology use. Results from a two-stage online survey, with technology use data collected four months after the first survey, of 1,512 mobile Internet consumers supported our model. Compared to UTAUT, the extensions proposed in UTAUT2 produced a substantial improvement in the variance explained in behavioral intention (56 percent to 74 percent) and technology use (40 percent to 52 percent). The theoretical and managerial implications of these results are discussed.

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Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology

MKT 6009 Marketing Internship (0 semester credit hours) Student gains experience and improves skills through appropriate developmental work assignments in a real business environment. Student must identify and submit specific business learning objectives at the beginning of the semester. The student must demonstrate exposure to the managerial perspective via involvement or observation. At semester end, student prepares an oral or poster presentation, or a written paper reflecting on the work experience. Student performance is evaluated by the work supervisor. Pass/Fail only. Prerequisites: (MAS 6102 or MBA major) and department consent required. (0-0) S MKT 6244 Digital Marketing Strategy (2 semester credit hours) Executive Education Course. The course explores three distinct areas within marketing and sales namely, digital marketing, traditional sales prospecting, and executive sales organization and strategy. The continuing convergence of the digital marketing and sales funnels has created a strategic continuum from digital lead generation to digital sales. The course identifies the current composition of this digital continuum while providing opportunities to evaluate sales and marketing digital strategies. Prerequisites: MKT 6301 and instructor consent required. (2-0) Y MKT 6301 (SYSM 6318) Marketing Management (3 semester credit hours) Overview of marketing management methods, principles and concepts including product, pricing, promotion and distribution decisions as well as segmentation, targeting and positioning. (3-0) S MKT 6309 Marketing Data Analysis and Research (3 semester credit hours) Methods employed in market research and data analysis to understand consumer behavior, customer journeys, and markets so as to enable better decision-making. Topics include understanding different sources of data, survey design, experiments, and sampling plans. The course will cover the techniques used for market sizing estimation and forecasting. In addition, the course will cover the foundational concepts and techniques used in data visualization and \"story-telling\" for clients and management. Corequisites: MKT 6301 and OPRE 6301. (3-0) Y MKT 6310 Consumer Behavior (3 semester credit hours) An exposition of the theoretical perspectives of consumer behavior along with practical marketing implication. Study of psychological, sociological and behavioral findings and frameworks with reference to consumer decision-making. Topics will include the consumer decision-making model, individual determinants of consumer behavior and environmental influences on consumer behavior and their impact on marketing. Prerequisite: MKT 6301. (3-0) Y MKT 6321 Interactive and Digital Marketing (3 semester credit hours) Introduction to the theory and practice of interactive and digital marketing. Topics covered include: online-market research, consumer behavior, conversion metrics, and segmentation considerations; ecommerce, search and display advertising, audiences, search engine marketing, email, mobile, video, social networks, and the Internet of Things. (3-0) T MKT 6322 Internet Business Models (3 semester credit hours) Topics to be covered are: consumer behavior on the Internet, advertising on the Internet, competitive strategies, market research using the Internet, brand management, managing distribution and supply chains, pricing strategies, electronic payment systems, and developing virtual organizations. Further, students learn auction theory, web content design, and clickstream analysis. Prerequisite: MKT 6301. (3-0) Y MKT 6323 Database Marketing (3 semester credit hours) Techniques to analyze, interpret, and utilize marketing databases of customers to identify a firm's best customers, understanding their needs, and targeting communications and promotions to retain such customers. Topics

Marketing for management.

This paper extends the unified theory of acceptance and use of technology (UTAUT) to study acceptance and use of technology in a consumer context. Our proposed UTAUT2 incorporates three constructs into UTAUT: hedonic motivation, price value, and habit. Individual differences — namely, age, gender, and experience — are hypothesized to moderate the effects of these constructs on behavioral intention and technology use. Results from a two-stage online survey, with technology use data collected four months after the first survey, of 1,512 mobile Internet consumers supported our model. Compared to UTAUT, the extensions proposed in UTAUT2 produced a substantial improvement in the variance explained in behavioral intention (56 percent to 74 percent) and technology use (40 percent to 52 percent). The theoretical and managerial implications of these results are discussed.

https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID2002388_code662786.pdf?abstractid=2002388&type=2

Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology

The role played by perceived usability, satisfaction and consumer trust on website loyalty

In recent years, various methods and techniques have emerged for mapping the contexts of people's interaction with products. Designers and researchers use these techniques to gain deeper insight into the needs and dreams of prospective users of new products. As most of these techniques are still under development, there is a lack of practical knowledge about how such studies can be conducted. In this paper we share our insights, based on several projects from research and many years of industrial practice, of conducting user studies with generative techniques. The appendix contains a single case illustrating the application of these techniques in detail.

Contextmapping: experiences from practice

Trust is a key factor in the establishment of long‐term relationships between service representatives and their customers. Prior research has documented that both “person‐related” (e.g. empathy, politeness and customer/service representative similarity) and “offer‐related” (customization, competence, reliability and promptness) service representative characteristics have an impact on trust. However, the relative importance of these characteristics, and in some cases the direction of their relationships with trust, has varied across studies. In this paper, we posit a contingency model of trust, suggesting that the effects of the above variables on trust are moderated by length of the customer/service provider relationship. Our model is tested in a business‐to‐business context by means of a mail survey involving 677 small business owners. The small business owners provided data about their relationships with their insurance industry service providers. Our results demonstrate how service representatives and firms can work toward the establishment of trust with their clients under varying market conditions.

Determinants of trust in a service provider: the moderating role of length of relationship

For more than three decades, research has theorized about and investigated consumers' attitudes toward advertising. In this study, we interview fourteen U.S. consumers using the Zaltman Metaphor Elicitation Technique, a method that involves semi-structured, in-depth, personal interviews centered around visual images. Our metaphor and cross-case analyses further contribute to an understanding of consumers' impressions of advertising and the meanings that they associate with it. The metaphors attributed to advertising reveal that advertising has positive value, in that it relates information (hostess, teacher, counselor, enabler, and magician), provides entertainment (performer), and stimulates growth in the economy (engine). However, the goodwill derived from these aspects of advertising is countered by several liabilities, as epitomized by the omnipresent being, nosy neighbor, con-man, seducer, and evil therapist metaphors. In addition, three groups (the ambivalents, the skeptics, and the hostile...

Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique

The effects of industry knowledge on the development of trust in service relationships

The author examines the effects of emotional responses to television programming (program-induced affect) on attitude toward the ad (Aad). He finds that both thoughts about the program and overall program evaluations (i.e., program liking) mediate the effect of program-induced affect on Aad, and that emotional responses to the ad moderate the relationship between program liking and Aad. More specifically, the program liking-Aad linkage is strengthened if the ad and program are similar in emotional content. That effect is enhanced for ads appearing early within a pod. The author proposes and tests a model specifying the nature of the relationships among those variables, and discusses the practical implications for advertising practitioners.

The Effects of Affective Responses to Media Context on Advertising Evaluations

Purpose – The purpose of this paper is to investigate how source, network, relationship, and message/content factors affect how consumers respond to a word‐of‐mouth (WOM) communication in an online social network.Design/methodology/approach – Hypotheses were addressed using two online surveys. The first of these examined persuasive WOM communications on Facebook, the second investigated WOM communication on Twitter.Findings – It was found that closeness to the source of a persuasive communication may have less of an impact on message acceptance in online social networks compared to traditional WOM. The number of persons in a product network, as well as whether those members of a product network are also members of one's friend network, are important factors that determine message acceptance.Originality/value – The paper demonstrates differences between online versus traditional WOM, and has important implications for marketing practitioners.

Keith S. Coulter

Papers

Determinants of trust in a service provider: the moderating role of length of relationship

Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique

The effects of industry knowledge on the development of trust in service relationships

The Effects of Affective Responses to Media Context on Advertising Evaluations

“Like it or not”: Consumer responses to word‐of‐mouth communication in on‐line social networks