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Marketing analytics acceptance: using the UTAUT, perceived trust, personal innovativeness in information technology and user attitude

Kojo Kakra Twum (Department of Business Administration and Economics, Presbyterian University Ghana, Abetifi, Ghana)
Andrews Agya Yalley (Department of Marketing and Supply Chain Management, University of Cape Coast, Cape Coast, Ghana)

Journal of Science and Technology Policy Management

ISSN: 2053-4620

Article publication date: 22 March 2024

197

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.

Keywords

Citation

Twum, K.K. and Yalley, A.A. (2024), "Marketing analytics acceptance: using the UTAUT, perceived trust, personal innovativeness in information technology and user attitude", Journal of Science and Technology Policy Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JSTPM-01-2022-0001

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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