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- Title
AN EMPIRICAL MODEL OF ANTECEDENTS OF MARKETING INFORMATION TECHNOLOGY (MARTECH) ADOPTION.
- Authors
Vegheș, Călin-Petrică; Orzan, Mihai-Cristian; Chivu, Raluca-Giorgiana; Popa, Ionuț-Claudiu; Ciocodeică, David-Florin; Orzan, Anca-Olguța
- Abstract
In a constantly evolving society, marketing technology (MarTech) is part of the foundation of efficient business practice and market success. The aim of our research is to understand and theorise the antecedents of MarTech adoption for Romanian companies. We have developed an empirical model based on structural equations to predict the behavioural intent of users to adopt MarTech-type technologies. The results obtained in this article highlight the most used categories of MarTech tools and the factors that contribute to the decision to implement MarTech technologies in Romanian companies. Thus, the extent and intensity of the links between the IT knowledge of the users, the perceived risks, the general attitude, and the perceived benefits, and the adoption of a decision to implement Martech technologies are highlighted.
- Subjects
INFORMATION technology; MARKETING models; ATTITUDES toward technology; STRUCTURAL equation modeling; PERCEIVED benefit; MARKETING
- Publication
Economic Computation & Economic Cybernetics Studies & Research, 2023, Vol 57, Issue 1, p137
- ISSN
0424-267X
- Publication type
Article
- DOI
10.24818/18423264/57.1.23.09