Technology Acceptance Model

1
Technology Acceptance Model
Perceived Usefulness
N
2
The new technology adoption curve
Impact
Readiness
Intensification
Level of Activity
Time
3
Keens Six-Stage Competitive Advantage Model
Stimulus for action
Commoditization
4
The Consumer Adoption Process
Consumer Marketing Strategy Adoption
Stage Objective
Awareness Communicate Availability Interest C
ommunicate Product Benefits Evaluation Emphasi
ze Advantages Trial Motivate Customers to
Try Adoption Ensure Customer
Satisfaction (Decision Confirmation)
5
The Role of Marketing Communications(Basic
Promotion Objectives)
Ch.16
Persuading
Informing
Reminding
6
Relation of Promotion Objectives, Adoption
Process, and AIDA Model

• Promotion Objectives
• Informing
• Persuading
• Reminding
• Adoption Process
• Awareness
• Interest
• Evaluation
• Trial
• Decision
• Confirmation

• AIDA Model
• Attention
• Interest
• Desire
• Action