Consumer Acceptance of Technology Products: The Impact of Tactical Selling Approaches

Abstract

This study applies an extended adoption model based on the technology acceptance model (TAM) and theory of reasoned action (TRA) to examine the impact of three specific sales tactics (i.e., product-focused, competitive-focused, and customer-focused) on the adoption of a consumer technology innovation. The findings indicate that the selling tactics had a differential effect on the relationships between perceived usefulness, perceived ease of use, normative pressures, perceived enjoyment, and adoption outcomes (i.e., attitude toward usage and purchase intention). Specific consumer behavior and sales management implications are discussed.

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