Modeling New Technology Readiness and Acceptance in the Case of B2B Marketing Employees

Abstract

Purpose There is no doubt that technology impacts organizational processes and key performance. However, the success of an organization is influenced by the openness and willingness of staff to accept a specific technology. This study focuses on B2B marketing employees and aims to determine employee readiness and acceptance of new technology based on the impact of technology characteristics on employee perceptions with an ensuing effect on technology readiness and technology acceptance.Methodology/approach This study employed the Stimulus-Organism-Response theory, and made use of views pertaining to Technology Readiness Index (TRI), Technology Acceptance Model (TAM), and Task-Technology Fit (TTF). Thus, the study investigated the impact of functionality, reliability, compatibility, and innovative features on perceived technological usefulness, task-technology fit, and trust in technology, and, further, their influence on technology readiness and technology acceptance. An online questionnaire was employed to collect data from B2B marketing employees in China working in companies that introduced at least one new technology for work purposes in the last 24 months. Based on a convenience sampling method, 450 valid questionnaires were collected. PLS-SEM was used to analyze the data.Findings Functionality, reliability, compatibility, and innovative features had significant positive effects on perceived technological usefulness and task-technology fit. Functionality, reliability, and compatibility had significant positive effects on trust in technology. Among the four technology characteristics, the strongest influence was recorded in the case of compatibility on task-technology fit, while innovative features represented the only variable that displayed a non-significant relationship with an employee perception and trust in technology. Task-technology fit had significant positive impacts on perceived technological usefulness, trust in technology, technology readiness, and technology acceptance. Perceived technological usefulness and trust in technology displayed significant positive effects on technology readiness and technology acceptance. Among the three B2B marketing employee perceptions, the strongest relationship was the one between task-technology fit and trust in technology. Technology readiness had a significant positive influence on technology acceptance. Mediating effects were also computed, with indirect effects complementing the direct ones. Task-technology fit partially mediated the effects of functionality, reliability, compatibility, and innovative features on trust in technology. Trust in technology partially mediated the effects of task-technology fit on technology readiness and technology acceptance. Technology readiness partially mediated the effects of perceived technological usefulness and trust in technology on technology readiness. Innovative features, displaying a non-significant effect on trust in technology, had an indirect effect on it through task-technology fit.Research implications This study proposes a new research vein on B2B marketing employee technology adoption by investigating technology readiness and technology acceptance as dependent variables, as well as the impact of the former on the latter. Moreover, this research defined B2B marketing employee perceptions as perceived technological usefulness, task-technology fit, and trust in technology by combining two theories, TAM and TTF and arguing the importance of trust in technology in explaining employee behavior regarding technology usage. Trust in technology could compensate for lack of technology and build positive expectations about the effects of technology use, thus, acting as a trigger to adopt technology. Additionally, the selection of the characteristics of technology had as roots user perceptions, thus, integrating the two research streams on the impact of technology found in the literature, the user-centered and the technology-centered.Practical implications B2B marketing managers can make use of the research findings by making sure that an implemented technology renders benefits connected to functionality, reliability, compatibility, and innovative features, as all of them were perceived by B2B marketing employees to be useful, supportive in meeting job requirements and being prerequisites of trust in technology. Managers should emphasize the matching between job requirements and technology features as compatibility, task-technology fit, and trust in technology showed the strongest connections. If employees understand that technology helps them in doing their jobs, they will build trust in technology and will be open to engage with technology and adopt it.Originality/value/contribution of the paper The paper proposes a new avenue of exploring technology usage behavior. To this aim, the paper presents a model built on SOR, adding to the literature a different perspective. The stimuli (S) were technology characteristics built from the literature to match the four independent variables of TRI, namely optimism, innovativeness, discomfort, and insecurity. The organism variables (O) were drawn from TAM, adapting perceived usefulness from the model perceived, from TTF making use of task-technology fit, and adding trust in technology to these two in order to form employee perceptions on new technology. TAM and TTF were combined to document the appropriateness to use task-technology fit over perceived ease of use, moving the focus from the effort entailed to use the technology onto the matching between a job requirement and the technology. As responses (R), technology readiness and technology acceptance were used, combining dependent variables used in TRI and TAM. It is probably for the first time that these two variables are investigated so comprehensively in the same model.

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