The adoption of techno‐relationship innovations

Kittipong Sophonthummapharn

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Technology Adoption and User Behaviour ERP Systems Implementation and Impact Innovation Diffusion and Forecasting

Abstract

Purpose The purpose of this paper is to develop a comprehensive research framework for understanding the adoption of techno‐relationship innovations. The second purpose is to examine the factors influencing the adoption of electronic customer relationship management (eCRM) applications. Design/methodology/approach Existing adoption models were discussed and merged. Twenty potential determinant factors were proposed and a survey was conducted using a self‐administered questionnaire. Data were collected from 508 manufacturing small and medium manufacturing enterprises (SMEs) in Thailand. Hypotheses were tested using discriminant analysis. Findings The research framework was validated. Seventeen factors have the ability to discriminate between eCRM adopters and non‐adopters. However, multivariate statistical analysis suggests that 12 factors have acceptable discriminate power and should be given priority. The top five influential factors are compatibility, industry pressure, customer pressure, subjective norm, and attitude. Research limitations/implications The study proposes a comprehensive research model for examining the adoption of techno‐relationship innovations. The model covers 20 factors from individual, technological, organisational, and environmental contexts. The empirical investigation is based on an Asian perspective but the research model is equally applicable in other countries. Practical implications The findings offer guidance to government/private agencies and technology suppliers who wish to encourage the adoption of the application of eCRM and its relevant components among manufacturing SMEs. Originality/value The concept of techno‐relationship innovation is introduced. The study suggests an inclusive way to understand factors influencing the adoption of techno‐relationship innovations.

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References

1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 1979Review of Psychometric theory (2nd ed.).1991Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation

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2017Understanding the impact of social media usage among organizations 2010Critical factors underpinning the e-CRM activities of SMEs 2017Innovation attributes and managers' decisions about the adoption of innovations in organizations: A meta-analytical review 2016Investigating the antecedents to the adoption of SCRM technologies by start-up companies 2014Understanding customer relationship management technology adoption in small and medium-sized enterprises

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