Comprehensive Literatre Reivew: Marketing Strategy and its Effects of TAM
Comprehensive Literatre Reivew: Marketing Strategy and its Effects of TAM
강은구, 이수화
초록
Purpose: This study seeks to explore how marketing strategies influence the constructions of TAM, to analyze four specific strategies: content marketing, social media marketing, relationship marketing, and personalization strategies about PU, and to provide practical implications for integrating marketing strategy into technology adoption models. Research design, data and methodology: This study utilizes systematic literature review (SLR) to determine the impact of four marketing approaches: content marketing, social media marketing, relationship marketing and personalization on the TAM’s constructs. The aim is to obtain more recent data and build a variable relationship between marketing activities and two perceived attributes, TAM variables: perceived usefulness (PU) and perceived ease of use (PEOU). Results: The findings reveal that marketing strategies, when strategically aligned with the construction of the Technology Acceptance Model (TAM) can improve user adoption rates of digital technologies. Every strategy discussed impacts, in one way or another, the perceived usefulness (PU) and/or perceived ease of use (PEOU). Conclusions: Overall, it was established that each approach has a specific role in increasing user trust, reducing complexity, and achieving congruence between technologies and their users based on a review of empirical literature. All these are in congruence with the actualization of marketing factors into mostly TAM-based technology adoption theories.