Twum, K. K. and Yalley, Andrews ORCID: https://orcid.org/0000-0003-0822-3316 Marketing analytics acceptance: using the UTAUT, perceived trust, personal innovativeness in information technology and user attitude. Journal of Science and Technology Policy Management.

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Abstract

Purpose
The use of innovative technologies by firm employees is a key factor in ensuring the competitiveness of firms. However, researchers and practitioners have been concerned about the willingness of technology end users to use innovative technologies. This study, therefore, aims to determine the factors affecting the intention to use marketing analytics technology.

Design/methodology/approach
This study surveyed 213 firm employees. The quantitative data collected was analysed using partial least squares structural equation modelling.

Findings
The results reveal that performance expectancy, facilitating conditions, attitudes and perceived trust have a positive and significant effect on intentions to use marketing analytics. Effort expectancy, social influence and personal innovativeness in information technology were found not to predict intentions to use marketing analytics.

Practical implications
This study has practical implications for firms seeking to enhance the use of marketing analytics technology in developing countries.

Originality/value
This study contributes to the use of UTAUT, perceived trust, personal innovativeness and user attitude in predicting the intentions to use marketing analytics technology.

Item Type:	Article
Status:	Published
DOI:	10.1108/JSTPM-01-2022-0001
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products
School/Department:	London Campus
URI:	https://ray.yorksj.ac.uk/id/eprint/9769

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