A carregar...
Publicação
Virtual sales calls: how the video background can influence consumer adoption intention- an extension of the technology acceptance model
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 2.32 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
This research examines how the aesthetics of the background during video sales conversations can influence buyers’ product adoption intention. The presented study applies the technology acceptance model (TAM), measuring the impact of the video sales channel on the buyer’s adoption intention. The traditional TAM mediators, perceived usefulness and perceived ease of use are included in the research model and extended by the mediator trust. It was found that a more aesthetic background influences all three mediators. However, only a full mediation could be confirmed for perceived usefulness. Lastly, reasoning for those findings is proposed, and further managerial implications are given
Descrição
Palavras-chave
Consumer behavior Trust Video conference background Adoption intention Aesthetics Technology acceptance model Technology sales